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Reading Cinema Images. New271Y – 10 Mar. 2004. Institutional Context. The film business One of largest world industries $$$ - stars, crews, equipment, sets etc also labs, prints, shipping, promotion 20% make 80% of $$ majority US all over world depends on global marketing to recoup.

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reading cinema images

Reading Cinema Images

New271Y – 10 Mar. 2004

NEW271Y

institutional context
Institutional Context
  • The film business
  • One of largest world industries
  • $$$ - stars, crews, equipment, sets etc
  • also labs, prints, shipping, promotion
  • 20% make 80% of $$
  • majority US all over world
  • depends on global marketing to recoup

NEW271Y

julia roberts salary
Julia Roberts’ Salary

Ocean's Eleven (01) $10m

America's Sweethearts (01) $15m

The Mexican (01) $20m

Erin Brockovich (2000) $20m

Runaway Bride (99) $17m

Notting Hill (99) $15m

Conspiracy Theory (97) $12m

My Best Friend's Wedding (97) $12m

Mary Reilly (96) $10m

The Pelican Brief (93) $8m

Hook (91) $7

Dying Young (91) $3m

Sleeping with the Enemy (91) $1m

NEW271Y

delivery costs
Delivery costs
  • Passion: 3,006 cinemas
  • Lab costs: $1500 each to produce prints
  • Total: over $4,000,000
  • Shipping prints: approx. $600 per print
  • Total shipping: Nearly $2,000,000
  • Doesn’t include promotional materials

NEW271Y

gibson s passion
Gibson’s Passion
  • 'Passion' Nails $26.6 Million on First Day
  • $30 million production
  • $15m on marketing and advertising
  • Playing on 4,643 screens at 3,006 cinemas
  • Gibson stands to personally make more than $300m
  • international box office sales could hit $650m

NEW271Y

global markets
Global Markets
  • multinational conglomerates own studios
  • cinema = just one element of global media industry
  • 1st run – cinemas
  • later, video & DVD sales & rentals, pay TV, subscriptions to cable movie channels, merchandise (books, albums, music videos, etc)

NEW271Y

passion merchandise
Passion Merchandise
  • Replicas of nails used to hang Jesus on the cross
  • 2 5/8” nail pendants made from pewter, each of which hangs on a leather cord - $16.99 (on E-Bay: $5)
  • book, pins, key chains, coffee mugs, packs of cards, lapel pins, soundtrack album, T-shirts

NEW271Y

linkage with other media
Linkage with other Media
  • Movies from TV shows, video games, books, toys
  • Starsky & Hutch, Dukes of Hazzard, Growing Pains The Movie, I Spy, Brady Bunch in the White House, Star Trek, Honeymooners, Hawaii Five O, Miami Vice: The Movie, I Dream of Jeannie
  • Pokemon, Power Rangers

NEW271Y

linkage with other media9
Linkage with other Media
  • 03.04.2004 , MTV.COM/News
  • Britney Spears had better watch out — Jessica Simpson might just steal her Daisy Dukes right out from under her. Both have been said to be interested in the role of Bo and Luke Duke's hottest cousin, but the "Newlyweds" star is emerging as the favorite.
  • "I would love to be Daisy Duke," Simpson said. "I think that would be so much fun, just to wear the shorts. I think it would be a blast."

NEW271Y

links with other texts
Links with other texts
  • Product tie-ins
  • Press, E-kits, Star TV
  • Making-of docs
  • DVD extras
  • Other kinds of texts – novelisations, comics
  • Films = intertextual fields of products & meanings

NEW271Y

cinema spectatorship
Cinema Spectatorship
  • Subjectivity
  • constructed thru representation
  • Consciously & UCSly
  • Meaning =/ natural or pre-given
  • Product of structure in specific social context
  • Films: complex system of signification

NEW271Y

cinema identification
Cinema Identification
  • Identification with represented characters
  • Crucial: act of perception = conscious
  • Identification with camera
  • Alignment with projection (beam of light)
  • Apparatus: camera, other production technology, projector, screen
  • Illusion of mastery – voyeurism, fetishism
  • ideological FX

NEW271Y

gendered spectatorship
Gendered Spectatorship
  • Laura Mulvey, “Visual Pleasure and Narrative Cinema” (1975)
  • Scopophilia – pleasure in looking
  • Alignment with characters
  • Imaginary identification – controlling gaze
  • Who looks? Who is looked at?
  • Maker of meaning; bearer of meaning

NEW271Y

film signs and codes
Film Signs and Codes
  • Denotation & connotation
  • Specific to cinema: camera pos’n & angle, pos’n of people/objects in frame (mise-en-scène), lighting & visual FX, music & sound
  • Signs from different signifying systems combined to generate meanings
  • Connotations constructed thru cinematic codes

NEW271Y

cultural genre codes
Cultural & Genre Codes
  • Codes derived from social life
  • Dialogue, characterisation, gesture, expression, costume, equipment, etc.
  • What characters say & do
  • Story that’s told
  • Generic codes: different kinds of characters, behaviours, events, stories

NEW271Y

visual codes
Visual Codes
  • Colour/black & white
  • b/w: dream, past, nostalgia, harsh realism
  • Col: surreal, fairy-tale, everyday realism
  • 70mm: spectacle, epic scale
  • Lighting – natural or dramatic, glamourous or gritty
  • Genre codes

NEW271Y

codes camera
Codes: Camera
  • Hand-held: documentary
  • Smooth tracking: fiction, dream
  • Static: most drama
  • Camera angles: high, low, eye-level – oppressive, heroic, egalitarian

NEW271Y

narrative conventions
Narrative conventions
  • Behaviour – generic
  • Temporal ellipsis
  • Intercutting scenes – simultaneous
  • Character construction – stars, type-casting
  • Genre expectations & variations
  • Intertextuality

NEW271Y

audiences
Audiences
  • Reception studies – race, class, gender, cultural location
  • Viewing takes place in context (history, geography, culture)
  • Social uses of viewing – social status, identity, group membership
  • passive or active?

NEW271Y

intermission
Intermission
  • Friday, March 05, 2004
  • Martha Stewart was convicted Friday of obstructing justice and lying to the government about a superbly timed stock sale, a verdict that probably means prison for the woman who epitomizes meticulous homemaking and gracious living.
  • She could become the first convicted felon ever to win a Daytime Emmy Award.
  • The National Academy of Television Arts and Sciences announced yesterday that she is nominated for best service-show host, for her syndicated program, “Martha Stewart Living.”

NEW271Y