Do you deserve to see the DVD trailer? Fans, franchise familiars, and the rhetoric of the Star Wars DVD trailers.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14210%2F09%3A00035232" target="_blank" >RIV/00216224:14210/09:00035232 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Do you deserve to see the DVD trailer? Fans, franchise familiars, and the rhetoric of the Star Wars DVD trailers.
Original language description
Our study indicates how important the use of DVD for product differentiation and for addressing groups of viewers is and what specific role the format can have for Hollywood franchise movies. The DVD versions and the circulation of a huge amount of paratexts connected to them play an important role for the most important groups of viewers identified by marketing plans. The paratexts "feed" the fans with new information and artifacts, satisfy the demand of "franchise familiars" for an extension of the fictional world and the experience with it, and offer a new entry points for newcomers. The case study of DVD trailers focused on more specific mechanisms of distribution and reception. The demand of fans for any paratextual forms allows to distribute evena purpose-made marketing paratext (as a DVD trailer is) sequentially in "windows" and use them for differentiation of consumers and for commodification of fandom.
Czech name
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Czech description
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Publication year
2009
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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