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August 2016, Week 1

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Subject:
From:
Ed Vollans <[log in to unmask]>
Reply To:
Film and TV Studies Discussion List <[log in to unmask]>
Date:
Mon, 1 Aug 2016 16:47:29 +0100
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Dear all,

Apologies for cross-posting

With SCMS deadlines rapidly approaching, myself and Steph Janes seek
panellists for the proposed panel below, please circulate as you see fit,
and do please get in touch if you have any questions.

Best, Ed.

*SCMS CFP Coming Soon... Starting There – Location based promotion for
Screen media.*

Scholars have long discussed the often ephemeral nature of new media
promotion, from YouTube content and websites to interstitials and memes
(Grainge, 2011; Noto & Pesce, 2016). Promotional content has perhaps always
fitted naturally into this category, more traditionally characterised by
brevity in both duration of the content and of the audience’s exposure to
them, an interaction which was often considered as something of a one-way
conversation.
Despite the increase in work on film promotion often focusing on trailers
and titles, there remains an area of ephemeral communication that warrants
further exploration that of location based journey for promotion. With the
rise of mobile technology, a promotional campaign has the ability to both
reach out to audiences and to guide them to specific locations as part of a
broader, spatially linked experience. Broadly an ‘internet-based
advertising scheme employing a scavenger hunt metaphor’ (US Patent number
6,102,406) these promotional journeys may span multiple territories, and
involve multiple users.
The development of these and other ephemeral forms of promotion have seen
promotion as a whole move from the circus barker to that of an explicit
journey, with audiences invited to participate in one identifiable event in
advance of engagement with another event. Within this nexus of the various
promotional stages is the complex interplay between kinds of texts and user
experiences. Straddling the boundaries between the traditional real-world
positioning of advertising and art installations or exhibits, they move
further and further away from texts that ‘yell out torrents of absolutes’
(Medhurst 1992).  Interactive and location-based texts are currently part
of the multimedia promotional experience, and encounter challenges that
could not have been envisaged by the earliest promotional content creators.
The proposed panel takes the premise that interactive promotional
experiences exist at a subjective level of ephemerality, unlike the poster
or the trailer that may circulate long-after the event promoted is ‘live’,
the level of experiential consumption for these ‘advertising schemes’ is
such that the experience itself is the promotion, and often tied to an
exhibit space that is public, and shared. This panel, therefore considers
the specific challenges surrounding the study of these increasingly
prevalent modes of promotional media. How are we, as academics, to approach
and define them as objects of study and where do they fit in with our
current understandings of the purpose and value of promotional materials?
This panel aims to explore the role of the academic in relation to
promotion in this manner considering
•    methodology in capturing, reconstructing or following such promotional
ephemera
•    issues in textual definition
•    implications for areas of study
•    the implication of cross-media promotion
•    case studies of campaigns
•    ballyhoo and historical promotional campaigns within this remit

The panel organisers will consider papers that speak to any of the broader
topics around the production, reception, and study of interactive,
ephemeral, experiential and location-based experiences of promotional
activity and all are encouraged to submit.

Given the tight deadline, proposals should take note of the SCMS guidelines
(1) a title, 2) a summary no longer than 2500 characters, 3) 3-5
bibliographic sources), and be sent to
[log in to unmask] by 20th August 5pm GMT at the latest.

With thanks, Ed Vollans, and Steph Janes

-- 
Dr Ed Vollans (AMA, FRSA):

Researcher; Watching The Trailer Project
www.watchingthetrailer.com
@watchingtrailer


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Screen-L is sponsored by the Telecommunication & Film Dept., the
University of Alabama: http://www.tcf.ua.edu

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