The (Hollywood) Adventure Continues On

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The (Hollywood) Adventure Continues On Masarykovauniverzita Filozofickáfakulta Ústavfilmuaaudiovizuálníkultury PavelSkopal „The (Hollywood) Adventure Continues on DVD“ Praktikydiferenciace adiskursivníhorámování hollywoodskýchfilmůnaDVDtrhu (FF TDDF Teorie a dějiny divadla, filmu a audiovizuální kultury doktorské kombinované studium) Disertační práce Vedoucí práce: doc. PhDr. Jiří Voráč, Ph.D. Brno 2006 1 Děkuji doc. PhDr. Jiřímu Voráčovi, Ph.D. za vedení této práce. Za odborné konzultace děkuji: Prof.Dr.ThomasiElsaesserovi (UniversiteitvanAmsterdam) Prof.Dr.VinzenziHedigerovi(Ruhr-UniversitätBochum) Prof.MarkoviJancovichovi(UniversityofEastAnglia) Mgr.PetroviSzczepanikovi,Ph.D.(Masarykovauniverzita) JoachimoviPolzerovi Mimořádné poděkování zaneocenitelnéradya pomoc přizpracovánítématu patříPetroviKramerovi(UniversityofEastAnglia,Norwich) ZainformaceoDVDtrhuafilmovédistribuci děkuji: Ladislavu Hrabětovi, Aleši Danielisovi, Petře Synáčové ( Bonton ), Heleně Cikerové, Marku Hrazdilovi ( Virtual ), Michalu Izakovičovi, Jiřímu Jeřábkovi ( Warner Brothers ), Evelíně Vrbové( LSProduction ),JanuBradáčovi( Falcon ),FrantiškuFukovi,RadomíruKokešovi VProstějově25.července2006PavelSkopal 2 Obsah 1. Úvod................................................................................................................................1 2. Staréanové:dějinyDVD jakodějinydiferenciace...................................................8 3. „TheAdventureContinuesonDVD“–franchise filmyjakodomácí video..........40 4. Staréfilmy,novépříběhy.Kontextualizaceakulturnízprostředkování hollywoodskýchfilmů naDVD..................................................................................60 5. LokalizačníprocesynaDVDtrhu.............................................................................75 5.1.Kolemsvětave32jazycích. Lvíkrál astrategie„globálnílokalizace“.................77 5.2.Kulturní rámovánírecepceastrategieapropriace.Britskéromantické komedie,DVDaamerickýtrh...............................................................................90 6. Závěr..........................................................................................................................100 7. Přílohy........................................................................................................................102 7.1. Tabulkač.1.........................................................................................................102 7.2. Tabulkač.2.........................................................................................................107 7.3. Tabulkač.3.........................................................................................................124 8. Citovanéfilmy,seriályavideohry...........................................................................127 9. Bibliografie................................................................................................................135 10. Summary....................................................................................................................147 3 1.Úvod Když se v60. letech ustavovaly film studies jako svébytná akademická disciplína, přicházela největší část tržeb hollywoodských studií stále ještě zkin, vysokorozpočtové filmy soudobé produkce se teprve začaly objevovat na televizních obrazovkách a až na marginální trh s8mm a 16mm filmy neexistoval pro většinu diváků způsob, jak film vlastnit.Tose změnilovpolovině 80.let,kdydošlokmasovémurozšíření videopřehrávačů – jednak přestal být trh svideokazetami zekonomického hlediska pouhým doplňkovým trhem (vroce 1986poprvé překonalytržbyhollywoodskýchfilmůna videotrhutržbuzkin), jednakse sledování filmůvdomácnosti staloběžnouastáledominantnější zkušeností.Počet divákůsledujícíchfilm na videokazetě byl již vdevadesátýchletechkaždoročně přibližně dvojnásobný oproti počtu diváků amerických kin vdobě jejich největší obliby těsně po druhé světové válce. 1 Zhlediska „textu“ ovšem videokazety nabízely vevětšině případů stále „tentýž“ film – takže nástup videa vyvolal spíše zájem představitelů britské tradice audience studies , než filmových teoretiků a historiků (ve film studies vté době ještě převládala /post/sémiotická tradice orientovaná spíše na samotný text než na kontext – a dostupnost filmů na videokazetách, které umožňují podrobnou segmentaci textu i bez pomoci stříhacího stolu, zde spíše posílila tendenci ktextuálním analýzám, nežli zájem o změny, kterými film prochází na cestě do domácností). V průběhu osmdesátých let ale dochází postupně kposunuzájmu od textu kintertextuálním vazbám a kontextuálním souvislostem ve film studies obecně 2 a vrecepčníchstudiíchzvlášť. 3 Na počátku90. let se mezi studiemi věnovanými hollywoodské kinematografii stále častěji objevují takové,které se věnují např.širokémukomerčnímukontextu blockbusterové produkce, 4 distribuci filmů nejendokin,ale také na nosičíchprodomácí sledování, 5 nebootázkám toho,jakmohou různé formy „propagační intertextuality“, jako jsou dokumenty typu „making of“, ovlivňovat recepci. 6 Změnyjakvsamotných film studies ,takvprodukčnícha distribučních praktikách hollywoodského průmyslu a vrecepční situaci diváka, vedly k „revizionistickým“ výzvám, jakou činí Robert C. Allen: „Nadešel čas napsat poslední kapitoludějinhollywoodskéhofilmua jehopublika,která bude současně první kapitolou novýchdějin,jejichž předmět musíme teprve určit.Ovšem ať už tutonovouhistorii budeme nazývat jakkoli,bude muset vzít vúvahunejento,cose děje,když lidé sedí vsetmělých místnostech sousedících s pultyproprodej občerstvení,ale také,codělají ve Walmartu,u McDonald´s a vnákupním centru, kde tráví dovolenou, a jaké pyžamo nosí jejich děti.“ 7 Badatelé zabývající se recepcí se stále častěji dovolávají potřeby věnovat pozornost 1 Barry R. Litman, The Motion Picture Mega-Industry . Boston – London: Allyn and Bacon, 1998, s. 167. 2 Srov. např. Robert Stam, Film Theory. An Introduction . Malden – Oxford: Blackwell Publishers 2000, s. 192-212. 3 Srov. Janet Staiger, Interpreting Films. Studies in the Historical Reception of American Cinema . Princeton: Princeton University Press 1992. 4 Roberta E. Pearson – William Uricchio (eds.), The Many Lives of the Batman. Critical Approaches to a Superhero and his Media . New York – London: Routledge 1991. 5 Douglas Gomery, Shared Pleasures. A History of Movie Presentation in the United States . Madison: University of Wisconsin Press 1992. 6 Barbara Klinger, Digressions of the Cinema: Commodification and Reception in Mass Culture. In: James Naremore – Patrick Brantlinger (eds.), Modernity and Mass Culture . Bloomington: Indiana University Press 1991, s. 117-134. 7 Allen v závěru naráží na prodej vedlejších produktů spojených s franchise filmy. Robert C. Allen, Home Alone Together: Hollywood and the „Family Film“. In: Melvyn Stokes – Richard Maltby (eds.), Identifying Hollywood´s Audiences . London: BFI 1999, s. 109-131. 4 „satelitním textům“ či „marginálním formám“,doprovázejícím film na cestě kdivákovi, 8 a vedlejším materiálům (propagační materiály, rozhovory,recenze,dokumentytypu„making of“),které mají určitýpotenciál anticipace a ovlivňují takdivácká očekávání. 9 Pozornosti se konečně dostalo také tak důležitému fenoménu, jakým je opakované sledování filmů vkině 10 avdomácnosti. 11 V březnu1997se objevilyna americkém trhuprvní hollywoodské filmyna DVD a od počátku byly doprovázeny různými bonusovými materiály; navíc se nový formát rychle rozšiřoval a vroce 2001tržbyz prodeje DVD poprvé překonalyna severoamerickém trhu tržby z prodeje VHS. DVD se stalo nejrychleji se rozšiřující technologií kdomácí konsumpci zábavních programů vdějinách, během osmi let od uvedení vstoupilo do tří čtvrtinamerickýchdomácností.Uvádění filmůna tomtonosiči se pochopitelně dostalodo zorného pole badatelů věnujících se ekonomickým dějinám filmu a distribučním praktikám, 12 stalo se součástí debaty o nových médiích a vlivu digitalizace na distribuci mediálníchobsahů, 13 objevilyse analýzyněkterýchkonkrétníchbonusovýchmateriálů nebo jejich využívání jako propagačního nástroje. 14 Na téma DVD se konaly akademické konference vTrieru (First International Trier Conference on Film and New Media, říjen 2002) a ve Warwicku („What is DVD?“, Humanities Research Centre, University of Warwick,duben2005).Vroce 2005vyšlomonotematické čísločasopisu The Velvet Light Trap oDVD,další chystá na jaro2007časopis Convergence ,zaměřenýpředevším na teorii médii. Vzniklo několik studií věnovaných vydávání filmů na DVD, technologii DVD či vlivu,kterýmohoumít bonusové materiályna recepci.Ucelená studie,která byse věnovala dějinám formátu, praktikám uplatňovaným na trhu, změnám jím způsobeným voblasti produkceči distribuce,neboproměněrecepčnísituacediváka,ovšemnadálechybí. Přítomná práce samozřejmě nemá ambici tuto mezeru zcela zaplnit, hodlá nicméně přispět kdebatě o změnáchvyvolanýchnástupem novéhoformátu.Konstatování o absenci akademické práce věnující se komplexněji tématu DVD současně zdůvodňuje, proč bude nutné věnovat se vprvní kapitole poměrně rozsáhle dějinám tohoto formátu a procesu 8 Thomas Austin, Hollywood Hype and Audiences. Selling and Watching Popular Film in the 1990s . Manchester: Manchester University Press 2002; Vinzenz Hediger, Verführung zum Film. Der amerikanische Kinotrailer seit 1912 . Aarau – Zürich: Schüren 2001; Lisa Devereaux Kernan, A Cinema of (Coming Attractions). The Rhetoric of American Movie Trailers . Ph.D. disertace, UCLA, Los Angeles, 2000. 9 Martin Barker, News, Reviews, Clues, Interviews and Other Ancillary Materials – A Critique and Research Proposal. Scope . <http://www.nottingham.ac.uk/film/journal/articles/news-reviews.htm>
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