@article{34fb4bd71cce442294b3b2eabf811ba9,
title = "Talking Trailers: Promotional materials, and the value of the paratextual turn",
abstract = "In the last decade, the term {\textquoteleft}paratext{\textquoteright} has become increasingly popular and dominant in studies of promotional materials, applied to study a range of different media forms. Genette{\textquoteright}s term appears in Coming Attractions: Reading American Movie Trailers (Kernan 2004), before being developed in Show Sold Separately (Gray 2010) and a special issue of Critical Studies in Media Communication (Brookey and Gray 2017). The latter issue states that {\textquoteleft}we know that paratexts walk amongst us{\textquoteright} and that paratextual analysis has advanced {\textquoteleft}a wide and impressive range of academic debates{\textquoteright} (ibid, 101), there has been little discussion about the use value of such a term for the broader work that exists around the production and reception of promotional materials (see, for example, Hesford and Johnston 2015; Johnston 2019). What follows is a discussion between three scholars whose work spans different aspects of promotional materials, to think through the advantages and limitations of the paratextual turn, and the future of this field.",
keywords = "film trailers, paratexts, promotion materials, roundtable, film marketing",
author = "Jesse Balzar and Johnston, {Keith M.} and Erin Pearson",
year = "2020",
month = jun,
day = "10",
language = "English",
volume = "14",
pages = "40--45",
journal = "Cinephile: The University of British Columbia's Film Journal",
number = "1",
}