Evolution of Cinema: Cross Media, Transmedia, and Intertextuality
The film industry has continued to evolve in many facets from genre to effects to even the very narrative that inspires films today. While not an entirely new occurrence, films today are more and more inspired by existing material ranging from text, video games, or even previous adaptations, leading to the phrase “reboot”. This new form of narrative has become immensely popular due to the wide reaching media that now accompanies these films releases, creating hype and leading to the cinema becoming more of an event. This new form of film lends itself to the discussion of three key terms; cross media, transmedia and intertexuality. In exploring these terms, key discussions of the films releases, accompanying merchandise, sequels and of course source media will be cited. While numerous films display these characteristics, the concepts of series seem to create a much larger spectacle, particularly the Batman films of the 1980’s/90’s and also the highly successful Harry Potter series pioneering this example. Both of these franchises adhere to the contemporary classical narrative form whilst also displaying the evolution of cinema as an event, highlighting the growth of the film industry today.
Preceding the release of the highly successful Batman and Harry Potter franchises, the film that pioneered cinema as an event and began to utilise merchandise was Steven Spielberg’s Jaws. Jaws received a large amount of build up prior to its release in 1975, with large adverts in newspapers, posters around the world, and pre-release success with Peter Benchley’s 1974 novel. Jaws went against a “platforming” release (opening in big cities then across the country to smaller markets), with a nationwide release on the 20th of June 1975. Also accompanying the eye-catching posters and adverts advertising Jaws as “the most terrifying motion picture ever”, was a range of merchandise. From shark toys, clothing items, action figures to John Williams’ soundtrack, the release of Jaws
Preceding the release of the highly successful Batman and Harry Potter franchises, the film that pioneered cinema as an event and began to utilise merchandise was Steven Spielberg’s Jaws. Jaws received a large amount of build up prior to its release in 1975, with large adverts in newspapers, posters around the world, and pre-release success with Peter Benchley’s 1974 novel. Jaws went against a “platforming” release (opening in big cities then across the country to smaller markets), with a nationwide release on the 20th of June 1975. Also accompanying the eye-catching posters and adverts advertising Jaws as “the most terrifying motion picture ever”, was a range of merchandise. From shark toys, clothing items, action figures to John Williams’ soundtrack, the release of Jaws