Coming Soon

Film Trailers and the Selling of Hollywood Technology


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About the Book

The audience’s first exposure to a new movie is often in the form of a “coming attraction” trailer, and short previews are also a vanguard for emerging technology and visual techniques. This book demonstrates how the trailer has educated audiences in new film technologies such as synchronized sound, widescreen and 3-D, tracing the trailer’s status as a trailblazer on to new media screens and outlets such as television, the Internet, and the iPod. The impact and use of new technologies and the evolution of trailers beyond the big screen is followed into the digital era.

About the Author(s)

Keith M. Johnston is a lecturer of film and television studies at the University of East Anglia. His work on film marketing has been published in Film International, Convergence and Journal of Popular Film and Television.

Bibliographic Details

Keith M. Johnston
Format: softcover (6 x 9)
Pages: 228
Bibliographic Info: 23 photos, appendices, notes, bibliography, index
Copyright Date: 2009
pISBN: 978-0-7864-4432-8
eISBN: 978-0-7864-5417-4
Imprint: McFarland

Table of Contents

Acknowledgments      vii

Introduction      1

1. “Something BIG Is Coming!”      27

2. The Rival Screen      60

3. Technology and Genre      91

4. The Mobile Trailer      124

Conclusion      153

Appendix I. Interview with Bill Seymour      163

Appendix II. Interview with John Sittig      168

Appendix III. Interview with Paul N. Lazarus      171

Appendix IV. Interview with Simon Ashberry      174

Chapter Notes      179

Trailer-ography      191

Bibliography      201

Index      211

Book Reviews & Awards

“an intriguing read…highly recommended”—Midwest Book Review; “an interesting take on an often overlooked aspect of motion pictures”—Communication Booknotes Quarterly.