Patrick Vonderau - Films That Sell

CULTURAL HISTORIES OF CINEMA

This new book series examines the relationship between cinema and culture. It will feature interdisciplinary scholarship that focuses on the national and transnational trajectories of cinema as a network of institutions, representations, practices and technologies. Of primary concern is analysing cinemas expansive role in the complex social, economic and political dynamics of the twentieth and twenty-first centuries.

SERIES EDITORS

Lee Grieveson and Haidee Wasson

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Global Mexican Cinema: Its Golden Age, Robert McKee Irwin and Maricruz Castro Ricalde (with Mnica Szurmuk, Inmaculada lvarez and dubravka Sunjevi)

The Grierson Effect: Tracing Documentarys International Movement, edited by Zo druick and deane Williams

Making Movies into Art: Picture Craft from the Magic Lantern to Early Hollywood, Kaveh Askari

Shadow Economies of Cinema: Mapping Informal Film Distribution, Ramon Lobato

Spanish Film Cultures: The Making and Unmaking of Spanish Cinema, Nuria Triana-Toribio

British Film Institute 2016

Editorial arrangement Bo Florin, Nico de Klerk and Patrick Vonderau 2016

Individual essays their respective authors 2016

All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 610 Kirby Street, London EC1N 8TS. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages.

The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988.

First published in 2016 by

PALGRAVE

on behalf of the

BRITISH FILM INSTITUTE

21 Stephen Street, London W1T 1LN

www.bfi.org.uk

Theres more to discover about film and television through the BFI. Our world-renowned archive, cinemas, festivals, films, publications and learning resources are here to inspire you.

PALGRAVE in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of 4 Crinan Street, London N1 9XW. Palgrave Macmillan in the US is a division of St Martins Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave is a global imprint of the above companies and is represented throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries.

Cover design: Paileen Currie

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library

A catalog record for this book is available from the Library of Congress

ISBN 9781844578917 (pb)

ISBN 9781844578924 (hb)

ePDF 978-1-84457-894-8

eISBN 978-1-83871-581-6

Contents

Patrick Vonderau

Yvonne Zimmermann

Gregory A. Waller

Haidee Wasson

William Uricchio

Charles Musser

Michael Cowan

Sema Colpan and Lydia Nsiah

Nico de Klerk

Lucy eslkov

William Boddy

Cynthia B. Meyers

Skip Elsheimer and devin Orgeron

Patrick Vonderau

Robert Byrne

dylan Cave

Jez Stewart

Cassie Blake

Joachim Schtz

Andy Uhrich

Catherine Cormon

Leenke Ripmeester

Arianna Turci

The idea for this book first grew from a workshop, Advertising Film: The Images that Changed Your Life, held at the Nederlands Filmmuseum (now: EYE) in Amsterdam in 2009. We would like to thank Julia Noordegraaf (University of Amsterdam) for initiating the dialogue between archivists and scholars that became the starting point for our own collaboration, and also for a subsequent conference held in cooperation with the Swedish Film Institute in Stockholm in May 2012, Exploring Advertising. This was a lively event, and many participants helped us, articulating ideas for the organisation and structure of this book. We would especially like to recognise the contributions of Mats Bjrkin, Mats Jnsson, Martin Koerber, Charles McGovern, Anke Mebold, Sean Nixon, Jacob stberg, Floris Paalman, Amy Sargent and Jon Wengstrm. Thanks are also due to Jrgen Andersson and Jan Nord (Esprit) and Andreas Hellstrm (SWE Advertising Agency).

We have been fortunate in having editorial assistance during the production of this book. In this respect, we owe much gratitude to Heather Macdougall. As editors of the Cultural Histories of Cinema series, Haidee Wasson and Lee Grieveson provided determined support from beginning to end. We are grateful to our anonymous readers who offered detailed feedback and astute commentary. This book also benefited from assistance supplied by the BFIs/Palgraves expert editorial and production team, including Jenna Steventon, Sophia Contento and Nicola Cattini.

Financial aid came from the Swedish Foundation for Humanities and Social Sciences (Riksbankens Jubileumsfond) and Stockholm University.

CASSIE BLAKE is a Film Archivist at the Academy of Motion Picture Arts and Sciences. In 2010 she helped establish the worlds largest collection of theatrical trailers on film, the Packard Humanities Institute Collection at the Academy Film Archive. She holds a masters degree in Library and Information Science and has presented on the subject of promotional films at various conferences worldwide. Her curated trailer screenings have been staged in several major cities including Los Angeles, Portland and, most recently, New York, at the Museum of Modern Art.

WILLIAM BODDY is Professor in the Department of Communication Studies at Baruch College and in the Certificate Program in Film Studies at the Graduate Center, both of the City University of New York. He is the author of Fifties Television: The Industry and Its Critics (1990) and New Media and Popular Imagination: Launching Radio, Television, and digital Media in the United States (2004) and is currently researching the history of electronic screens outside the home.

ROBERT BYRNE is an independent film preservationist and President of the San Francisco Silent Film Festival. He has worked on restoration projects including Shoes (1916), The Spanish dancer (1923), Twin Peaks Tunnel (1917), The Half-Breed (1916), The Last Edition (1925) and The Phantom of the Opera (1925). He has published articles and reviews in FIAF Journal of Film Preservation