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Coming Attractions: Reading American Movie Trailers (Texas Film and Media), by Lisa Kernan
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Movie trailers—those previews of coming attractions before the start of a feature film—are routinely praised and reviled by moviegoers and film critics alike: "They give away too much of the movie." "They're better than the films." "They only show the spectacular parts." "They lie." "They're the best part of going to the movies." But whether you love them or hate them, trailers always serve their purpose of offering free samples of a film to influence moviegoing decision-making. Indeed, with their inclusion on videotapes, DVDs, and on the Internet, trailers are more widely seen and influential now than at any time in their history.
Starting from the premise that movie trailers can be considered a film genre, this pioneering book explores the genre's conventions and offers a primer for reading the rhetoric of movie trailers. Lisa Kernan identifies three principal rhetorical strategies that structure trailers: appeals to audience interest in film genres, stories, and/or stars. She also analyzes the trailers for twenty-seven popular Hollywood films from the classical, transitional, and contemporary eras, exploring what the rhetorical appeals within these trailers reveal about Hollywood's changing conceptions of the moviegoing audience. Kernan argues that movie trailers constitute a long-standing hybrid of advertising and cinema and, as such, are precursors to today's heavily commercialized cultural forms in which art and marketing become increasingly indistinguishable.
- Sales Rank: #2135325 in Books
- Published on: 2004-11-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.00" w x 6.00" l, 1.11 pounds
- Binding: Paperback
- 308 pages
Review
"The book raises important questions about what trailers can tell us about ourselves as filmgoers and what clues they can provide to fill gaps in film history. With the release of this book, archivists, scholars, and audiences may never again view trailers in quite the same way." (The Moving Image)
About the Author
Lisa Kernan (1952-2006) held a dual appointment at UCLA as the library’s film, television, theater, and photography subject specialist and as a lecturer in the Department of Film, Television, and Digital Media.
Most helpful customer reviews
4 of 5 people found the following review helpful.
SEE IT! READ IT! BUY IT! You'll never look at a trailer the same
By Gael CHANDLER
No matter whether you're a film professor, film industry professional, or just plain moviegoer, you'll never look at a trailer (movie preview) the same after reading this book. Written with academic rigor and thoroughness, it explains how previews came to referred to as trailers and analyzes trailers for their intended affect, subtext, and demographic. The book follows the author's passion for examining " the hypothetical spectator that can be read within the trailer texts themselves: an "audience study" who can read through the looking glass of the Hollywood film industry." She submits case studies of some 30 trailers, from Casablanca to Paper Moon to Air Force One, dividing them into three eras. By the end of the book you'll really appreciate these free mini-movie/commercials that we all alternately enjoy and hate yet use to decide whether to see a movie or not.
1 of 1 people found the following review helpful.
Great for Academic Researchers. Little Use to Filmmakers or Film Practitioners.
By Writer/Producer/Director
Wow, I confess that I feel a little self-conscious writing a negative review in the face of the other 3 positive reviews. I just don't get it. This book is clearly not for practitioners in filmmaking and/or trailer editing. It was written in a very formal academic language which makes it extremely difficult to read and navigate. As a graduate school professor and independent filmmaker myself, I'd like to believe that I'm more familiar with academic writing than would be most readers. Despite this, it remained a real challenge for me to digest. In a nut shell: the book contains a researcher's observations with regard to the history and evolution of the trailer. There is little discussion on the components of trailers, what characteristics make for successful trailers, the difference between trailers across genres, or anything else that a practitioner would take interest. If I had to guess, I'd say this book is simply a publication of someone's PhD dissertation. Bottom line? If you're a academic with a research interest in trailers, this is your book. Otherwise, if your a filmmaker or trailer editor, its, unfortunately, of limited use.
1 of 3 people found the following review helpful.
Trailer
By Marcio C. Dos Santos
Its a great book in a field with very few references ( the trailer ) .
As a hollywood trailer researcher was very useful for me .
Congratulations to Lisa Kernan !
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