Reclaiming the 'Vanilla' DVD: Brand Packaging and the Case of Ealing Studies

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4 Citations (Scopus)

Abstract

The article explores the physical packaging and basic features of the 'vanilla' DVD releases, those basic DVD releases that are often overshadowed by flashier special editions with extra features. The article argues that packaging and other features are under-explored within academic studies of DVD, or of the DVD industry, yet these help to create the initial expectations of audiences around traditional concepts such as genre, star or narrative. The main case study (Ealing Studios) develops an argument around the importance of studio branding to DVD packaging, and demonstrates how such branding can reinforce existing characteristics drawn from popular British cinema history.
Original languageEnglish
JournalScreen
Volume55
Issue number1
DOIs
Publication statusPublished - 2014

Keywords

  • DVD; branding; packaging; Ealing Studios; British Cinema

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