Cross media promotion: entertainment industries and the trailer

Vollans, Edwin (2015) Cross media promotion: entertainment industries and the trailer. Doctoral thesis, University of East Anglia.

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Abstract

The turn of the millennium bore witness to a phenomenon: the use of promotion trailers for a variety of products. Both stage theatre and the publishing industries came under the media spotlight for using trailers to promote their wares throwing into sharp contrast the normativity of film trailers. Despite increased academic study of the film trailer, few have considered the trailer outside the industrial context of the film industry. Coupled with this trend in focus, is the tendency within the literature to suggest that the trailer exists as a unique form because they exist in the same medium as the product that promote. Added to this is the tendency to rely on an a priori definition that is not explored fully.
By way of intervention with these key issues, this thesis considers the aesthetics and emergence of the trailer in entertainment industries other than film and serves as a counterpoint to the cinema centric imbalance within the study of the trailer. Using a corpus of audiovisual texts identified as trailers through UK press websites, this thesis draws from the popular understanding of the trailer in order to explore the historical and industrial trajectory of these other forms of trailer. Taking the form of case studies organised by the industry in which the trailer's product operates this thesis explores the historical context in which the trailer emerged and the aesthetic trends at work in the current trailer therein. In exploring both the history and the aesthetic representation of the trailer in the industry this thesis moves the study of trailers away from repetitive debates surrounding the film industry and opens up the possibility of trailers as a cultural phenomenon and simultaneous marketing trend.
Through providing a grounded understanding of the trailer's use within contemporary entertainment industries, the thesis argues that the term 'trailer' has moved beyond advertising for films. It suggests the trailer has come to typify promotion for any product that is at its core, is an experience. In doing so thesis presents a much needed counterpoint and challenge to cinema-centric analysis of the trailer.

Item Type: Thesis (Doctoral)
Faculty \ School: Faculty of Arts and Humanities > School of Film,Television and Media
Depositing User: Jackie Webb
Date Deposited: 25 Jun 2015 10:28
Last Modified: 25 Jun 2015 10:28
URI: https://ueaeprints.uea.ac.uk/id/eprint/53382
DOI:

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