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Marketing the Real: The Creation of ...

Stone, Nora.

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Marketing the Real: The Creation of a Multilayered Market for Documentary Cinema.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Marketing the Real: The Creation of a Multilayered Market for Documentary Cinema./
Author:	Stone, Nora.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	239 p.
Notes:	Source: Dissertations Abstracts International, Volume: 80-07, Section: A.
Contained By:	Dissertations Abstracts International80-07A.
Subject:	History. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13425323
ISBN:	9780438773967

Marketing the Real: The Creation of a Multilayered Market for Documentary Cinema.
Stone, Nora.

Marketing the Real: The Creation of a Multilayered Market for Documentary Cinema. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 239 p.

Source: Dissertations Abstracts International, Volume: 80-07, Section: A.

Thesis (Ph.D.)--The University of Wisconsin - Madison, 2018.

This item must not be sold to any third party vendors.

Documentary films are now a consistent, if not central, fixture in American theaters, at film festivals, on television, and on digital streaming services. But it was not always so. This dissertation explores how institutions supported the production and dissemination of documentary features between 1960 and 2007. During this period, documentary films moved from a marginal product, distributed in theaters very irregularly, to a more regularly distributed product with a multitude of possible exhibition outlets. While documentary blockbusters of the early 2000s like Fahrenheit 9/11 and March of the Penguins were visible and influential, their wide distribution, profitability, and cultural impact capped the decades-long process of building a mature, multilayered market for documentary films. This dissertation traces the history of how the documentary film market developed. Using primary document research in archives and trade papers, I weave an account of interconnected generative mechanisms, including entrepreneurial filmmakers, technological change, public policy, and shifts in industrial norms. I account for the fact that the documentary market encompasses both a rationalized system of commodity exchange and a form of public service. Some agents, like distributors, are circulate documentary features as products to be exchanged for profit, like fiction features. Others, like non-profit organizations, circulate documentary features as public service-a way to promote alternative ideas and cultural forms. I narrate this complex history by analyzing how distribution patterns and discourse changed over time. Distribution analysis shows how a documentary circulated, from its acquisition by a distributor, to release patterns in theaters, to ancillary markets like home video and television broadcast. In addition to analyzing the mechanisms of distribution, I assess the shifting discourse surrounding the documentary genre. The maturing of the documentary market was due in part to changing ideas about what a documentary could be. For decades, documentaries were assumed to be televised journalism or an educational film to be used in a classroom. It took a number of developments-including rock'n roll documentaries, interest in cinema-verite films by international film culture, association with the independent film movement, and successful theatrical distribution-for documentaries to be considered commercially viable feature films.

ISBN: 9780438773967Subjects--Topical Terms:

516518
History.

Marketing the Real: The Creation of a Multilayered Market for Documentary Cinema.
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