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Reading Cinema Images

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

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  1. Reading Cinema Images New271Y – 10 Mar. 2004 NEW271Y

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

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  15. 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

  16. 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

  17. 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

  18. Lighting codes: horror NEW271Y

  19. Lighting codes: action/comedy NEW271Y

  20. Lighting codes: drama/sci-fi NEW271Y

  21. Codes: Camera • Hand-held: documentary • Smooth tracking: fiction, dream • Static: most drama • Camera angles: high, low, eye-level – oppressive, heroic, egalitarian NEW271Y

  22. Camera angle: high angle NEW271Y

  23. Camera angle: low angle NEW271Y

  24. Camera angle: eye-level NEW271Y

  25. Narrative conventions • Behaviour – generic • Temporal ellipsis • Intercutting scenes – simultaneous • Character construction – stars, type-casting • Genre expectations & variations • Intertextuality NEW271Y

  26. 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

  27. 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

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