View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by University of East Anglia digital repository Cross media promotion: entertainment industries and the trailer Edwin Vollans Submitted for the degree of PhD in the School of Art, Media and American Studies, (FTM), University of East Anglia 2014 This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with the author and that use of any information derived there from must be in accordance with current UK Copyright Law. In addition, any quotation or extract must include full attribution. Table of Contents Abstract i Introduction: Trailers, Trailers everywhere ........................................................................ 1 The film trailer ........................................................................................................................... 4 The persuasive trailer ................................................................................................................. 5 The mobile (film) trailer vs The persuasive (film) trailer .......................................................... 9 The trailers' terminology ......................................................................................................... 12 Promotional Videos and the internet........................................................................................ 17 Contemporary 'Trailer' and the Internet ................................................................................... 19 Chapter 1: Trailers and the Videogame Industry .............................................................. 28 Introduction .............................................................................................................................. 28 The trailer in the corpus, the advert in the trailer ..................................................................... 36 The narration of play: the on-screen gamer ............................................................................. 41 Just Dance 3 ............................................................................................................................. 42 ModNation ............................................................................................................................... 49 The 'Cinematic' Trailer............................................................................................................. 55 Chapter 2:The Theatre Trailer ............................................................................................. 62 Introduction .............................................................................................................................. 62 The corpus ................................................................................................................................ 66 Overview, the theatre trailer: 1914-1990 ................................................................................. 71 1990-contemporary era ............................................................................................................ 74 The context of the industry ...................................................................................................... 78 Academia and the trailer .......................................................................................................... 82 Early Theatre Trailers: The National Theatre case study of context ....................................... 84 The NationalTheatre channel ................................................................................................... 87 War Horse ................................................................................................................................ 88 End of the Rainbow Trafalgar Studios, West End ................................................................... 94 The RSC Macbeth .................................................................................................................... 96 English National Opera: The Marriage of Figaro ................................................................... 98 Clybourne Park ........................................................................................................................ 97 Chapter 3: Trailers and the Publishing Industry ............................................................... 98 Introduction ............................................................................................................................ 101 Historical Overview: before the trailer .................................................................................. 103 The contemporary industry: the rise of the machines ............................................................ 108 E-books and Print on demand (POD) .................................................................................... 111 The book trailer, its competing nomenclature ....................................................................... 113 The book trailer: 1988-2001 .................................................................................................. 116 Early trailer history: 2001-2005 ............................................................................................. 122 The book trailer: post-2005 .................................................................................................... 125 The aesthetics and reception of the book trailer .................................................................... 128 Chapter 4: Further incarnations of the trailer .................................................................. 143 Introduction ............................................................................................................................ 143 The atypical corpus ................................................................................................................ 145 App Trailers ........................................................................................................................... 146 Mashup, Recut, Spoof Trailers .............................................................................................. 157 Theorising one aspect of the audience-trailer experience ...................................................... 161 Conclusion ............................................................................................................................ 170 Works Cited 177 Film & Television 194 Fiction Books 195 Games 195 Theatre Productions 196 Trailers 197 Songs 200 Appendix 201 List of Tables and Figures Introduction Table 1 Newspaper Website results by Industry and Newspaper ............................................ 24 Table 2 Website Architecture Titular Breakdown ................................................................... 25 Table 3 Miscellaneous results .................................................................................................. 25 Chapter 1 Figure 1a-c Just Dance 3 ......................................................................................................... 44 Figure 1d-f Just Dance 3.......................................................................................................... 45 Figures 2a-e, Uncle Frank, Atari 2600 Advert c.1980 ............................................................ 47 Figure 3a, PS Vita ModNation, c.2011 .................................................................................... 52 Figure 3b-d Vita ModNation, c.2010 ....................................................................................... 53 Figure 4a-c Ace Combat Assault Horizon c. October 2011 ..................................................... 56 Figure 4d, Ace Combat onscreen interface .............................................................................. 57 Figure 5a-b Battlefield 3 Caspain Border Trailer .................................................................... 58 Chapter 2 Figure 1 As You Like It............................................................................................................. 67 Figure 2 Chouf Ouchouf........................................................................................................... 67 Figures 1a-b As You Like It ...................................................................................................... 68 Figures 3a-e Clybourne Park ................................................................................................... 68 Figures 4a- g Enron ................................................................................................................. 69 Figures 5a-j House of Games ................................................................................................... 70 Figures 6a-h La Bohème .......................................................................................................... 70 Figures 1c-d As You Like It ...................................................................................................... 83 Figure 7a-b War Horse trailer ................................................................................................. 89 Figures 7c-f Title Cards of War Horse .................................................................................... 91 Figures 7g-k Critical acclaim and company branding War Horse .......................................... 93 Figure 8 Title card for the Livecast production of War Horse (2014) ....................................