Interview with Paul N. Lazarus

 

Paul N. Lazarus started his career in movie advertising and promotions in 1933. Having worked at Warner Bros., United Artists, and Columbia, he became executive Vice-President of National Screen Service Corporation from 1965. This interview was conducted on 5th February 1994 – a full transcript can be found in Appendix 3 of my book Coming Soon: Film Trailers and the Selling of Hollywood Technology (McFarland & Company 2009).

 

KMJ [Keith M. Johnston]: Can you tell me about the formation of National Screen Service?

PL [Paul Lazarus]: Well, National Screen Service [N.S.S.] was set up as a way of getting the eight major companies out of the nickel and dime business of selling trailers and posters and stills to individual theatres. This was back in 1918 when these companies had to do it all themselves… At that time all the companies had their own trailer departments which created and produced trailers… as N.S.S. grew to a sizeable company representing all the industry the companies began to phase out their own trailer departments and asked N.S.S. to provide a talent base in each studio which would create and produce the trailers. This man was on National Screen’s payroll but he was exiled to the respective studios – these were National Screen employees, paid very well because there were not that many of them about. These were specialists, these were men who could work on a picture from the time it got started, picking out key scenes, work with the director and producer and sales department and come up with a format which was acceptable to the company.

 

KMJ: How did National Screen make money? Did they charge the studios?

PL: No, no – National Screen set up their own distribution contracts, renting the trailers to the theatres and arranging for delivery… [at that time] theatres needed four trailers for the next week’s program. N.S.S. set up what we called a T-deal. These theatres made an overall contractual commitment to National Screen, and they paid per week as a regular fee. In return, National Screen agreed to fulfil all of their trailer requirements, which if they were playing four pictures a week could be 208 trailers a year.

 

KMJ: So how did National Screen work with the studios?

PL: N.S.S. was created to get the major companies back into their primary business of making movies and not selling trailers or posters or anything else. But none of the companies had a contractual relationship with National Screen – this was set up originally as a loose confederation – any company could pull out whenever it liked… Warner’s was always a problem – they eventually set up their own trailer department in the mid-30s… Columbia was another one, though Arthur Houseman did most of their trailers, whether through N.S.S. or not.

 

KMJ: What was the financial advantage of the studios using National Screen?

PL: National Screen paid a royalty to the companies based on the amount of business done on trailers and posters – the percentage was established early on. The more theatres wanted to run the trailer the more money the studios would get.

 

KMJ: How were trailers regarded in terms of other advertising materials?

PL: There was a general consensus that the trailer was the most important: there was no waste, you had a captive audience in a movie theatre, every one of them was a potential customer. If you could intrigue them with what you showed on the screen, they’d come back the next week. The only one hundred per cent motion picture coverage was the trailer. It was like selling strawberries. If you want to sell a box of strawberries you make sure the big ones are on the top, the rotten ones are underneath. It was the same when they made a trailer: you pick only the scenes that’ll help you sell your picture.

 

Frames # 3 Promotional Materials 05-07-2013. This interview © Keith M. Johnston.

‘Action… Suspense… Emotion!’: The Trailer as Cinematic Performance

 

Falling under the broad aegis of advertisement, film trailers are traditionally understood to be announcements of coming attractions, advance previews or acts of speculative “window shopping” (Lisa Kernan, 2004, 6). Like any advertisement, the trailer’s effectiveness may be retrospectively gauged by business generated for an antecedent film text. Indeed, the effort devoted, by film studios, to the marketing of their feature films is considerable, and has been increasing since the release of Jaws (1975) which followed a “saturation” advertising strategy (King, 2002, 55). Saturation advertising represents a multi-format, heterogeneous promotional presence – including posters, television spots, novel tie-ins, toys and other gimmicks – alongside conventional production of theatrical trailers.

In the age of saturation marketing, the proliferation of promotional forms means film trailers are ubiquitous – and their relationship to commerce and profit a component part of their public identity. Their visibility as promotional samples of “product” is evocative, leading to reactions like: “the trailer looked better than the film”, “it gave the best bits away”, or even that it “lied”. The negativity is a consequence of the trailer’s acute commercial character, in which tens of millions of dollars are spent on promotion 1 – and saturation marketing acts to “squeeze the maximum profit from a film” before poor critical response has time to inflict any damage (King, 2002, 55). Despite the cynicism behind (and directed towards) trailers and other promotional texts, a cognitive dissonance surrounds their reception. Perhaps a side-effect of their considerable commercial value, and aided and abetted by the internet’s ability to reach millions of casual spectators, film fans and critics engage prolifically in the viewing, storage, discussion and exhibition of promotional texts – in particular trailers. These archival efforts reveal a potential for diverse receptive experience, and point to a cultural resonance which digresses from the disposable, commercial qualities of conventional adverts.

In this paper I will examine how a culture of digressive reading positions the film trailer as a new form of cinematic expression – one which subverts and exploits negative associations of commercialism as part of a performative effect and which carries implications for the wider theoretical discussion of cinema. Barbara Klinger explores notions of “digressive” reception in her essay, Digressions at the Cinema, pointing out how  “social and intertextual agencies within mass culture… structure reception beyond textual boundaries” (1989, 5). Klinger describes a spectrum of paratextual and epitextual phenomena (like verbal discussion, or anecdotes about production) surrounding cinematic exhibition – and focuses specifically on “promotional forms” which “exemplify a relation between intertextuality and aesthetic commodification”:

A film’s commercial status is, after all, more than a matter of money or profit. Films circulate as products, not in a semantic vacuum, but in a mass cultural environment teeming with related commercial significations. Epiphenomena constitute this adjacent territory, creating not only a commercial life-support system for a film, but also a socially meaningful network of relations around it (1989, 5).

Representing the active participation of spectators, this “life-support” system illustrates ways in which the cinematic experience extends beyond the point of conventional disposal: the normative process in which adverts make way for products, and products fulfil their intended purposes. In this system, trailers function as much more than sales tools, serving as loci for considerable contemplation and thought or, as Jonathan Gray describes them, metatextual “frames and filters”, which tell us not “what to think, but what to think about and how to think about it” (2010, 3).

Like other trailer critics, including Kernan, Gray grounds his analysis of the trailer in Gérard Genette’s exploration of peripheral textual adornments – referred to as “paratexts” – including titles, author names, prefaces and illustrations which, while ambiguously connected to the “text”, function to “surround it and extend it” (Genette, 1997, 1). Kernan calls trailers “film paratexts” (2004, 7) and positioning them as such is advantageous to a complete understanding of their potential for cinematic expression. Genette’s definition rests on a spatial and temporal role, in which the paratext acts to “make present” an antecedent text in every sense of the word, including ensuring its “presence in the world” (1997, 1). The paratext functions, according to Genette, as a “threshold” of meaning, where a spectator may examine a sort of intertextual border crossing – what he calls an “undefined zone between the inside and the outside” (1997, 2) pointing both “towards the text” and “towards the world’s discourse about the text (ibid.).

Genette’s paratextual characteristics are reflected in current trailer discourse, in which the dichotomy of art and commercialism is referenced frequently. Kernan frames the trailer as “a unique form of film exhibition”, in which “promotional discourse and narrative pleasure are conjoined (whether happily or not)” (2004, 1), while Keith Johnston discusses the format’s role in “cross media film marketing” (Johnston, 2009, 21) as part of “a crucial textual bridge between film studio and audience” (ibid, 154). Following Klinger’s notions of digressive receptive potential, my discussion will take up Genette’s ideas and discuss how the film trailer acts as a performative outlet for new types of cinematic expression, while posing new questions for existing theoretical discussion. The idea of cinematic performance, in my discussion, is used in correlation with the term’s theatrical association – suggesting a degree of consideration, interpretation, staging and exhibition of some originating textual material. I will demonstrate that, in addition to various generic and thematic tropes specific to an antecedent film, the very act of “experiencing cinema” is coded into a trailer’s performance – taking place in the “undefined” paratextual space between text and reader, product and consumer.

Richard Jenkins explores performative expressions of the relationship between audiences and texts, through a variety of epiphenomenal behaviours he characterizes as “textual poaching” (Jenkins, 1992, 23). Jenkins describes various practices, including “slash fiction” 2 in which fans of popular film or television series take characters and place them within written epitextual scenarios – and “filk music” 3, involving the composition and performance of songs set in or involving characters from those films or series. While the results vary wildly in quality and content, both practices reveal a drive, on the part of readers, towards textual subjects, in which characters, themes, narratives and visual formats are reinterpreted,  re-staged and re-performed to generate meaning and expression beyond canonical or “authorized” origins. Examples of participatory subculture are varied – and enhanced by the internet, which allows for their widespread and instantaneous composition, distribution and exhibition. The increasing capability of home editing software is expanding the scope and sophistication of these participatory subcultures – Gray examines corollaries of textual poaching, including “vids” (2010, 154) or “mash-ups”, in which textual material is cannibalized from film texts, re-cut, arranged to music, and re-presented on YouTube and other websites. Vidding allows viewers to “find their own routes through” (ibid, 153) a text, participating in the meaning creation process by performing a personal interpretation of it.

Gray points out that while vids “appear somewhat trailerish” (ibid, 154), they are crucially designed to comment personally on their target text rather than “sell it per se” (ibid). As Gray argues, the digressive assumption of paratextual form and function goes beyond negative legal-associations of “poaching”, and that performative practices, like slash, filk and vidding, defy “crude ideas of passive, mindless audiences” (ibid, 145) engaged in commercial processes of consumption and disposal. Indeed, vids remove an important temporal aspect of that process, in which the source text is no-longer a future event to be “sold”. While promotional characteristics endure in the paratextual form, their function carries significant expressive potential – diminishing, manipulating and even subverting commercial artefacts for performative effect. The trailer offers a versatile and popular medium for this kind of digressive paratextual practice – formally an advert but functionally a space in which a filmmaker or editor (professional or amateur) may create a cinematic performance.

Klinger’s ideas for receptive digression of the cinematic extend to trailers, which, at both an amateur and professional level, are created as homages, spoofs or pastiches, free from any original commercial purpose. The spoof-trailer (as I refer to it here) differs from the vid as an attempt, first and foremost, to present a recreation of the promotional text, (a promotional “performance”) and to exploit recognition of that format for rhetorical or artistic effect. The absence of conventional commercial purpose creates a specific sort of receptive context, in which performative qualities are emphasised. Kathleen Williams discusses the tendency of spoofs to “play” with the trailer format while “stripping it of its commercial function (Williams, 2009, par.11). In these instances, various commercial conventions are “subverted while also being directly engaged with and utilisied” (ibid, par.9) – for example, the inclusion of MPAA classification certificates denoting age-suitability and content (Fig. 1).

Figure 1

Figure 1

 

More than just an act of simulation, the use of cinematic commercial themes and conventions constitutes a performative gesture. Williams discusses the popular trend of taking specific elements (intertitles and a sombre, acoustic guitar theme) from the trailer for Ang Lee’s Brokeback Mountain (2005) and cutting them into shots from other films to create a “new” trailer. The trend inserts homosexual subtexts into those texts by performing them with Brokeback Mountain’s paratextual identity. 4 An understanding of promotional form and convention is crucial here: specific commercial characteristics facilitate the parody effect. Similar efforts include the famous spoof trailer, Shining 5: a paratextual re-interpretation of Stanley Kubrick’s The Shining (1980), “performed” as a light family comedy about a father attempting to reconnect with his son. Kubrick’s dark and sinister source text is re-cut and accompanied by a jokey voice-over and a musical track by Peter Gabriel 6, tricking us into a new interpretation. These trailer-texts only scratch the surface of a body of online work but each, to a varying extent, engages the viewer in what may be described as cinematic performance – that is, an attempt to convince or persuade via a re-interpretation and specific staging of textual material.

The use of Kubrick and Lee’s work in these examples raises interesting questions on the performance of authorship, as well as the presence of the auteur in a paratextual context. Many commercial trailers, as Marshall Sella notes in a piece for The New York Times, are cut by professional marketing companies – who assume both the role of artist and salesman in their attempt to “distil a feature film into a demographically targeted, two-and-a-half-minute montage” (Sella, 2002, 1). Sella describes the professional development of a trailer as a way of developing a “cinematic language” (ibid.) between directors and audience – yet the role of the trailer editor, to put “butts on seats”, fosters “misconception” (ibid. 8). The spoof trailer codes this uncertainty into its performative appeal – in which the artistry of authorial intent and the machinations of commercialism are woven together. It is the skilled use of source material which becomes important – over and above the content of the material itself. James Boyle explores a similar point in his examination of historical attitudes towards authorship, pointing out a Medieval tendency to “put the work of the scribe and the copyist above that of the authors” (Boyle, 1996, 53). 7 While the dynamic is not entirely similar, it points to an appreciation of the skills of comprehension and interpretation which commercialism may dilute.

Vincenz Hediger extends the notion of performative interpretation, characterizing trailers’ use of source texts as a process of quotation – since they are “made up of almost nothing but quotes” from the films to which they “belong” (Hediger, 2004, 149). In this sense, all trailers may be considered performative in their aim to create and convince potential customers via an interpretation of antecedent textual material – but the fan-made or spoof trailer is often born out of and, indeed, relies on, the actual absence of commercial purpose or, in some cases, even an antecedent film text. Spoof trailers, which lack a commercially-promotable antecedent text, present a problem for paratextual convention: to what extent can they be said to be promotional texts? If they are adverts, what are they advertising? If they are previews, what are they pre-viewing?

These questions have consequences not only for the status of the paratext – but also for cinematic renderings of space and time. Read as previews or adverts for upcoming films, trailers occupy the paratextual threshold. They look forward to a future cinematic moment, but employ footage depicting events in the past – that have “already happened” – and in this sense simultaneously look backwards. In the case of the spoof, that future moment (“coming soon”) is intended, and understood to be, illusory – the trailer is the moment – and temporal references to an antecedent text (in the past or “coming soon”) are rendered entirely virtual. By setting up this chronological lens, the trailer creates a performance of time. It evokes Gilles Deleuze’s notion of the “crystal image” (Deleuze, 1989, 69) which reflects the facets of time: the actual and the virtual. Hediger interprets the temporal aspect of the trailer’s performance as a psychological “technique of memory”, appealing to the Lacanian notion of futurum exactum:

the futurum exactum is the tense of desire, the tense of imaginary anticipation and of anticipated memory… one could argue that trailers create a desire to see the film by showing the film as one remembers it, or rather by showing the film one has not yet seen as one would remember it if one had already seen it, i.e. as a collection of excerpts of visually and emotionally strong moments. (Hediger, 2004, 156)

Hediger paraphrases the futurum exactum as a “remembrance of things to come” (ibid.) and the spoof trailer offers a chance to experience that concept in its purest sense – as part of a performed virtual timeline. The content of the spoof trailer’s performance (of time, genre, narrative, spectacle) – may be geared towards a variety of effects (humour, parody, affect) but it is its format, as a subverted, digressive incarnation of the paratext, which facilitates its unique receptive quality. One of the most well-known examples of the spoof sub-genre is the trailer for Machete, part of the Quentin Tarantino and Robert Rodriguez’s double-feature, Grindhouse (2007). 8 The film is a tribute to the 70s-era subculture of B-movie, double-feature exploitation cinema of low-rent auditoriums in New York city 9 intended for “thrill-seeking” audiences with a “growing tolerance for sex and violence” (Waddell, 2009, 35). In Grindhouse, the double-feature gimmick extends to an in-film interval, between Rodriguez’s feature Planet Terror and Tarantino’s Deathproof. The interval comes complete with adverts for “local” restaurants and other establishments – and, notably, trailers for “coming attractions” (Fig. 2):

Figure 2

Figure 2

 

The trailers are made by filmmakers specially-invited to contribute to the performance. They include paratexts for Edgar Wright’s Hammer Film homage, Don’t and Eli Roth’s slasher-horror, Thanksgiving. The films exhibit many of the thematic elements of the grindhouse subgenre: extreme violence, misogyny and a variety of explicit scenes. None were linked to an exterior commercial entity upon the release of Grindhouse yet their presence performatively deepens the cinematic experience as fake promotional, commercial ancillaries. These contributions reference and reflect the same participatory urge as the wealth of amateur fan-made content found on the internet, exploring the spectrum of influences and attitudes to this cinematic canon through eye-catching paratextual performances of genre, narrative and form.

TAP Figure 3

Figure 3

 

Rodriguez’ Machete spoof trailer (Fig. 3) is particularly noteworthy since its success and effectiveness actually led to its development as a feature film, independent of the Grindhouse label. Although lacking an antecedent commercial product, the original Machete trailer is indistinguishable from similar promotional texts. Its presence as part of Grindhouse performs a cinematic sub-genre: its themes, historical legacy and affective power. Machete achieves this, primarily, through formal characteristics: the spoof interval-segment opens with a lurid, deliberately archaic title animation (Fig. 3), itself bookended with other paratextual paraphernalia, like adverts for nearby restaurants. The grindhouse performance deepens: this is not a chance to browse a historical document, the trailer aims to situate an audience, not just in some sort of crystalline promotional time-warp, but also a geographic fantasy-space. Formal elements continue the performative rhetoric: the trailer’s film-stock is deliberately aged, and dotted with conspicuous scratches, blurs and missing shots. The film lacks the crisp, high-definition quality of modern exhibition, instead offering the low-resolution, grainy texture of micro-budget exploitation productions. The hyperreality of the Grindhouse experience is obvious and, for Rodriguez, crucial, as he points out in an interview with Wired’s Robert La Franco:

We want the movie to look like it’s been out on the circuit for a couple of years, all scratched and deteriorated, lots of wear and tear… We were able to do all of that digitally, It’s almost a step backward, because we’re using technology to emulate an old camera system. It’s kind of like the early days of CDs, when everyone thought the   sound was too clean – companies would add the effect of the record scratching to ease  people in (La Franco, 2007, par.5).

The trailer continues to distinguish itself from mere historical recreation – and in a manner which goes beyond visible, formal characteristics. Machete is not a period piece or a window through time, nor is it merely a clever joke. In addition to its humorous excesses and satiric overtures, Machete is built around the psychological contract of the futurum exactum – and exploits the “tense of desire” skilfully. Viewers are asked not to evaluate the trailer as disposable advertisement for product, but to explore it in the futurum exactum as living text – reading it as a manifestation of genre, narrative, spectacle, space and time: a cinematic performance.

Perpetuating this notion that Machete is not just historical curio is its content, which transplants grindhouse characteristics – sexual and gender themes, violence, misogyny – and performs them in contemporary contexts. The narrative, such as it is, involves an illegal Mexican immigrant to the US, known as “Machete” (Danny Trejo), who becomes involved in an assassination plot, before being double-crossed by his employers – a shady cabal of American politicians led by a scheming senator. Notions of revenge and exploitation are articulated immediately and used to serve the metatextual aims of the trailer and the contemporary resonance of the narrative. Shots function in the tense of desire as convincing simulacra of genuine promotional quotations. The story of Trejo’s Machete is mimetic: he articulates the exploitation dynamic which audiences are, ironically, paying to experience. Threadbare, scarred, conventionally unattractive and uncharismatic, Machete is sidelined and presented in the mis-en-scène in a manner befitting the seedy grindhouse oeuvre (Fig. 4), but atypical of conventional action filmmaking in which, as Yvonne Tasker points out, the “body of the star as hero” is coded as an impressive, awe-inspiring “spectacle” (Tasker, 1993, 76):

Figure 4

Figure 4

Machete‘s narrative performance extends to ethnicity and politics: Machete lines up with other illegal migrants on a work line, a corrupted but recognizable version of the American Dream. These humble beginnings deliver unexpected opportunity: a job which will reward his particular skills in a highly proportionate way (a briefcase full of money). Like his fellow illegal immigrants, Machete is exploited, in this case very literally, by the United States government. Placing money at the centre of the trailer’s political discourse is another performative gesture, exposing the text’s exploitative drive on a number of levels. Mexican workers are a commodity and Machete himself is a literal tool (or weapon), overlooked and dismissed until he becomes dangerous – when the senator double-crosses him (exploiting him too egregiously). As a powerful, active presence in the diegesis, Machete’s body is a focus point for the trailer, performing a dynamic observed by Tasker in action cinema, in which power and weakness are crucial to readings of masculinity:

The proliferation of images of the built male body represents for critics like Barbara Creed the kind of deconstructive performativity associated with postmodernism, whilst for others they articulate, in their ‘promotion of power and the fear of weakness’, traditional images are also ‘deeply reactionary’ (ibid, 74).

Machete’s exploitative performance take place across a range of thematic discourses, offering commentary on violence, taboo and sexuality within promotional contexts. Machete is brutally wounded – and brutally wounds others – against a backdrop of bloodshed, nudity and strong language. An explicit encounter with naked women in a swimming pool exposes the prudishness of contemporary advertising conventions by transparently evoking the voyeuristic appeal of film. A priest vengefully executes a defenceless man in a corruption of the confessional relationship. These moments of outrage, titillation, shock and erotica reveal a text designed for reception in the tense of desire, in which stylised, episodic moments may occur without context or narrative connection.

Figure 5

Figure 5

Machete’s performative appeal goes as far as to include a male voice-over narration, delivering short bursts of descriptive information in a clipped, staccato tone:

VOICE OVER: Setup… double-crossed… and left for dead!

  He knows the score… he gets the women… and he kills the bad guys!

                              Action… Suspense… Emotion!

The voice-over adds little descriptive relevance to the imagery but serves to nakedly pander to an imagined audience and deepen the performative effect of promotional context. The voice-over’s tone is interesting: terse, almost confrontational, it is in one sense a literal performance, but is also a manifestation of genre: performing both the gender discourse and thematic violence associated with action cinema and packaging it for that perceived audience. The trailer’s narrator extends the identity of the Grindhouse performance from a purely visual effect. The narrator’s aggressive, hectoring tone lends complexion to Machete’s performance, creating an audio aspect, in which the audience is addressed directly – and further assumes the commercial role of “exploited” grindhouse crowd (“action… suspense… emotion!”). Once again, Machete’s lack of a feature antecedent is crucial to its performative effect, offering the spectator distance to read the text free from a conventional, pejorative commercial yoke.

The success of the original Machete prompted the development of a 2010 feature film of the same name, directed by Rodriguez and starring Trejo. The commercially-released film, carrying the spirit of the original’s exploitative performance, received its own trailer and offers an interesting opportunity to compare the two releases. 10

Figure 6

Figure 6

The register of the commercial trailer is similar to the spoof – retaining versions of the narrative and style but losing certain performative characteristics. A real need to sell tickets means formal commercial components – such as lists of stars (including Robert De Niro, Lindsay Lohan and Jessica Alba) – find their way in (Fig. 6), while commercial turn-offs are dropped: gone are the film-stock scratches and deliberately poor audio/visual quality. Most fascinating is the absence of depictions of violence prominent in the original – now absorbed into an increased presence of female characters and an associated sexual aesthetic:

Figure 7

Figure 7

 

The conflation of violence into the commercial trailer’s erotic aesthetic is itself a gesture towards the sexual politics and gender discourse of its antecedent feature film. It evokes a post-modern self-referentiality characterized by Marc O’Day as a “a series of gender transactions and… gender thefts” in which “qualities of masculinity and femininity, activity and passivity, are traded over the bodies of action heroes and heroines” (O’Day, 2004, 203). The commercial Machete trailer performs its action-genre identity boldly, collapsing notions of sexuality and physicality by offering “a contradictory set of images of female desirability” (Tasker, 1993, 14). The trend is embodied in the 2010 trailer’s female characters, who take on those absent violent overtures (Fig. 7). Jessica Alba’s character leads a band of riotous migrant workers (“We didn’t cross the border, the border crossed us!”), Michelle Rodriguez’s character suffers an eye-injury, forcing her to wear a patch and Lindsay Lohan’s character dresses as a nun while provocatively licking the barrel of a pistol.

The performative complexion of each Machete trailer is different: the 2010 trailer serves as a postmodern reinterpretation of genuine commercial purpose, while the spoof includes that same commercial purpose as an integral part of its textual effect. The re-positioning of the commercial as part of a textual register evokes Kernan’s “shop window” analogy:

Trailer spectatorship increases the implied distance of the speculative consumer contemplation involved in cinematic window shopping; it also removes the commitment to enter the familiar contract of “suspension of disbelief” entailed in the process of watching a complete narrative film (we aren’t “buying it”), doubly distancing spectators from either a lived-world agency or an imaginary one (2004, 6).

The original Machete codes “distance” into its register – so far as to ask the viewer not to look through the “shop window” but to look at the product and the window at the same time, in a performance of the commercial dynamic. Trappings of the paratextual are involved in readings of Machete to the extent that a component part of the experience involves “being-sold-to”. Machete’s receptive process, including Kernan’s distance-effect, references the aesthetic of novelty and spectacular artifice which Tom Gunning attributes to early cinema. Early cinema’s performative periphery is well-known: Gunning references “showmen exhibitors” (Gunning, 1990, 58) re-editing their films and supplying “off-screen supplements, such as sound effects and spoken commentary” (ibid.). In these formative contexts, Gunning argues, audiences went “to see machines demonstrated” (ibid.) and this same revelatory dynamic characterizes the trailer – as audiences apply an extra level of textual scrutiny to the text-as-product. While Gunning’s “cinema of attractions” (ibid, 59) is characterized by “the recurring look at the camera” (ibid.), that feature is translated, in the promotional text, to moments of novel spectacle (special effects, genre, star performances) along with transparent commercial adornments, like actor names and release date information. The lack of conventional commercial purpose in the original Machete focuses its performative power: a translation and exaggeration of those same efforts to “rupture a self-enclosed fictional world for a chance to solicit the attention of the spectator” (ibid).

This prominent appeal to the spectator-as-customer brings the spoof trailer’s register back to its curious treatment of time, in which the intuitively-paradoxical “remembrance of things to come” (a never-to-be-released film) is a crucial part of the performative effect. Imagery in the trailer, presented in often-bewildering streams of disparate narrative moments constitutes what Hediger calls “virtual memory” (Hediger, 2004, 156), evoking Deleuze’s crystal-image and the idea of Genette’s paratextual “threshold” – in this case, positioned between the temporal concepts of the actual and virtual. According to Deleuze, the crystal-image reveals “deeper and deeper layers of reality and higher and higher levels of memory or thought” (1989, 69) by collapsing “perception and recollection, the real and the imaginary, the physical and the mental, or rather their images … around a point of indiscernability” (ibid.).

The trailer, in its performance of the anticipated, virtual future, enacts David Rodowick’s description of the crystal image, by flaying the “chronological continuum […] shaving past, present and future into distinct series, discontinuous and incommensurable” (Rodowick, 1997, 3). As performance, the trailer offers a new approach to Deleuze’s vision for cinema: a representation of time freed from the perceptive constraints of movement – and rendered as a process of “transformation or becoming” (Ishii-González, 2004, 130) – from past, present and future. The spoof trailer exists entirely in the crystalline: exhibiting images from the past, during a performance in the present, towards a virtual future moment that will never come. It aestheticizes the virtual by promoting contemplation of the creation and future experience of a non-existent feature film.

Read as performance, the trailer extends discussion of Klinger’s theories of digressive reading, Kernan’s construction of audiences and, most significantly, Deleuze’s representations of time. It problematises current definitions of the paratext, and makes available new contexts of cinematic reception. While performative elements are strikingly present in the commercial trailer, the spoof trailer, lacking that same purpose, is a space dedicated to paratextual expression and experience. Machete’s performance – of an exploitative cinematic experience – demonstrates the extent to which the trailer has become a powerful and expressive tool, but its effectiveness is not restricted to feature film promotion. Indeed, the possibility of creating “cinematic performance”, by assuming the form of the trailer, is an opportunity for other texts to benefit from its affective potency and communicate with readers in the tense of desire. Many media types now clothe themselves in trailer form to create cinematic performances. In 2010, George R.R. Martin’s fantasy novel A Dance With Dragons received a “trailer” 11, complete with animated intertitles and bold, orchestral score (Fig. 8), articulating the book’s cinematic character:

Figure 8

Figure 8

 

Video-games, with their implicit valuing of audio/visual technology, frequently deliver cinematic performance in promotional contexts – such as the trailer for 2011’s Modern Warfare 3 (Fig. 9). 12 Given the expressive freedom of their simulated worlds, the cinematic performance of a modern video-game becomes hyperreal, involving Baudrillardian simulation of “the cinematographic effects actual cameras are used to achieve, such as panning, close ups, craning and dollying” (Tavinor, 2009, 112). The effect goes as far as to performatively include cinematic idiosyncrasies, such as “depth of focus variations or lens glare” (ibid.).

Figure 9

Figure 9

 

Using trailers to create a cinematic performance has become high value cultural currency – so much so that 2012 Republican Party nominee, Rick Perry, released a campaign advert which was, for all intents and purposes a film trailer. The “polit-trailer”, Proven Leadership (Fig. 10) features a bombastic orchestral score, slickly-animated intertitles and a synthesized narrative of hardship, redemption and triumph. 13 The polit-trailer is a clear indication of communicative ambition and an attempt to perform the political process in the style of a feel-good Hollywood blockbuster, with a familiar, affective narrative. Whatever the viewer’s political predilection, it is hard not to respond to Proven Leadership by reading the text as promotion for an upcoming film.

Figure 10

Figure 10

 

The performative power of the spoof trailer demonstrates the need for a re-interpretation of theories of reception and definitions of the paratext. Traditionally, the trailer is thought of as advertisement, but the spoof recalibrates that purpose – targeted not at customers, but at audiences – not as a paratext, but as a text. The trailer’s popular presence in television and in cinema is well-established, but recent trends increasingly prompt re-evaluations of their value and potential. 14 Whether the performance is a joke, an homage or an integral part of a larger artistic entity, the trailer carves out cultural space for itself – exposing and shifting perceptions of promotional texts and generating new spaces for cinematic expression. The trailer taps into our desire to explore and savour the tense of desire – aestheticizing anticipation by exporting the cinematic beyond the theatre, into a multitude of exterior mediums and cultural spheres. Affective, spectacular, humorous and enjoyable – trailers no longer sell films – they sell themselves.

 

Daniel Hesford is a writer and PhD Candidate at the University of Edinburgh under the supervision of Dr. Kriss Ravetto.  His research focuses on theories of reception, promotion and paratextuality and the artistic status of the film trailer in a wider cinematic culture. He has taught seminars on European and World Cinema and has contributed to articles in The Independent and N-Gamer on the science of film and video-game trailers. In 2013, he organized a conference on film trailers: Titles, Teasers and Trailers at the University of Edinburgh.

 

Bibliography

Deleuze, Gilles. Cinema 2: The Time Image. Translated by Hugh Tomlinson and Barbara Habberjam. London: The Athlone Press, 1989.

Genette, Gérard. Paratexts: Thresholds of Interpretation. Translated by Jane E. Lewin. Cambridge: Cambridge University Press, 1997.

Grainge, Paul. Brand Hollywood: Selling Entertainment in a Global Media Age. London: Routledge, 2008.

Gray, Jonathan. Show Sold Separately: Promos, Spoilers and Other Media Paratexts. New York: NYU Press, 2010.

Gunning, Tom. “Cinema of Attractions: Early Film, its Spectator and the Avant-Garde” in Early Cinema: Space, Frame, Narrative. Ed. Thomas Elsaesser. London: British Film Institute, 1990. 58-59.

Hallenbeck, Bruce G. Comedy Horror Films: A Chronological History, 1914 – 2008. North Carolina: MacFarland and Company, 2009.

Hediger, Vincenz. “A Cinema of Memory in the Future Tense: Godard Trailers and Godard Trailers” in Forever Godard, edited by James Williams, Michael Temple, Michael Witt, 141-159. London: Black Dog Publishing, 2004.

Ishii-González, Sam. “Hitchcock With Deleuze” in Hitchcock: Past and Future, edited by Richard Allen and Sam Ishii-González. London: Routledge, 2004. 128-145.

Jenkins, Henry. Textual Poachers: Television Fans and Participatory Culture. London: Routledge, 1992.

Johnston, Keith M. Coming Soon: The Selling of Hollywood Technology. London: MacFarland and Company, 2009.

Kernan, Lisa. Coming Attractions: Reading American Movie Trailers. Austin: University of Texas Press, 2004.

King, Geoff. New Hollywood Cinema: An Introduction. London: I.B Tauris, 2002.

Klinger, Barbara. “Digressions at the Cinema: Reception and Mass Culture”. Cinema Journal 28: 4 (1989): 3-19

La Franco, Robert. “Robert Rodriguez: The outlaw director on resurrecting grindhouse and pressing Quentin Tarantino to shoot digital”. Wired, 15:04, March, 2007. Accessed January 22, 2013, http://www.wired.com/wired/archive/15.04/robert.html

O’Day, Marc. “Beauty In Motion: Gender, spectacle and action babe cinema” in Action and Adventure Cinema, edited by Yvonne Tasker. New York: Routledge, 2004. 201-218.

Rodowick, David. Gilles Deleuze’s Time Machine. London: Duke University Press, 1997.

Sella, Marshal. “The 150-Second Sell, Take 34”. The New York Times, July 28, 2002. Accessed March 1, 2013, http://www.nytimes.com/2002/07/28/magazine/the-150-second-sell-take-34.html?pagewanted=8&src=pm

Tasker, Yvonne. Spectacular Bodies: Gender, Genre and the Action Cinema. London: Routledge, 1993.

Tavinor, Grant. The Art of Videogames. Oxford: Wiley-Blackwell, 2009.

Tryon, Chuck. Reinventing Cinema: Movies in the age of media convergence. London: Rutgers University Press, 2009.

Waddell, Callum. Jack Hill: The Exploitation and Blaxploitation Master, Film by Film. London: MacFarland & Company, 2009.

Williams, Kathleen. “Never Coming to a Theatre Near You: Recut Film Trailers”. M/C Journal 12: 2 (2009) Accessed January 22, 2013, http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/139.

 

Filmography

Brokeback Mountain (Ang Lee, 2005).

Grindhouse (Robert Rodriguez and Quentin Tarantino, 2007).

Machete (Robert Rodriguez, 2010).

The Shining (Stanley Kubrick, 1980).

Tropic Thunder (Ben Stiller, 2008).

 

Frames # 3 Promotional Materials 05-07-2013. This article © Daniel Hesford. This article has been blind peer-reviewed.

Notes:

  1. According to Paul Grainge, “marketing budgets continued to soar in the nineties, rising from $10 million in 1990 to $31 million in 1999” (Grainge, 2008, 134).
  2. Henry Jenkins describes “slash” fiction as “the convention of employing a stroke or ‘slash’ to signify a same-sex relationship between two characters” (Jenkins, 1992, 186).
  3. “filking” is “another point of entry into the cultural logic of fandom… Just as a fan writer may develop a story around the character… a filker may develop a song”. (ibid, 252).
  4. The varied results include Brokeback to the Future, lampooning Robert Zemeckis’ sci-fi adventure Back To The Future (1985),  and The Brokeback Redemption, involving Frank Darabont’s prison drama The Shawshank Redemption (1994).
  5. Shining“, accessed January 22, 2013.
  6. Peter Gabriel’s Solisbury Hill has become notorious as “a song movie previews often include to market films with a romantic or emotional subtext” (Tryon, 2009, 161).
  7. [Medieval writers] valued extant old books more highly than any recent elucubrations and they put the work of the scribe and the copyist above that of the authors. The real task of the scholar was not the vain excogitation of novelties but a discovery of great old books, their multiplication and the placing of copies where they would be accessible to future generations of readers (Boyle, 1996, 53).
  8. The Machete trailer is now a textual part of the DVD version of Rodriguez’s Planet Terror – but was exhibited theatrically as part of the Grindhouse double-feature. “Machete Trailer (Grindhouse Version)“, accessed January 22, 2013.
  9. Bruce G. Hallenbeck describes writer-director Frank Henenlotter as being weaned on the “sleazy” exploitation films of “New York City’s grindhouses” (Hallenbeck, 2009, 168).
  10. Several versions of the 2010 Machete trailer exist. For this essay, I use the version most similar to the 2008 spoof. The “Cinco De Mayo Trailer” includes a direct-to-camera address by Danny Trejo who describes the preview as “a special message… to Arizona!” – referencing the state’s hard-line stance on Mexican immigration. Accessed January 22, 2013.
  11. George R R Martin – A Dance With Dragons Trailer“, accessed January 22, 2013.
  12. Official Call of Duty: Modern Warfare 3 Launch Trailer“, accessed January 22, 2013.
  13. Rick Perry – Proven Leadership“, accessed January 22, 2013.
  14. Grindhouse’s spoof collection was followed by a segment in Ben Stiller’s big-budget war-comedy, Tropic Thunder (2008), in which the movie-star main characters were narratively introduced to audiences via spoof trailers for their diegetic, fictional filmographies.

Aspirational paratexts: the case of “quality openers” in TV promotion

 

If you take the title sequence away from the movie, it becomes a different movie. 1

The past fifteen years have seen a return of the opening title sequence as an object of scholarly interest, with the creative industry devoting consistent resources to its implementation. Openers have become an essential feature of media branding, proving a valuable output to launch creative studios and establish synergies between different sectors of the entertainment business. This essay looks at the functions of openers in the context of 21st century American television and, more specifically, the role of “quality” “contemplative” title sequences in the promotion of series airing on premium cable channels. This focus helps to understand their promotional function, offering a preliminary exploration of the scholarly methodology applied in their analysis. To this end, the article closes with a study of the main titles of Homeland (Showtime 2011-present), whose negative reception invites further investigation into the evolution of this cinematographic form.

 

The borderland of the audiovisual text

In the 1960s, the work of visual artists like Saul Bass and Maurice Binder brought the title sequences of Hollywood films to the attention of critics, turning into a significant vehicle of identification for movies and designers. Bass, especially, is often regarded as the father of title sequence aesthetics. Pat Kirkham underlines his contribution to a new formulation of the relationship between film and design, writing that Bass’s “images of intense clarity and subtle ambiguities transformed not only how titles were seen but also how they were conceptualized and regarded”. 2 Bass’s work on The Seven Year Itch (1955), Vertigo (1958), and North by Northwest (1959) keeps company, in the hall of fame of ‘classic’ openers, to other acclaimed title sequences like those of The Pink Panther (by David H. DePatie and Friz Freleng, 1964) and James Bond (by Maurice Binder, 1962). Many have since taken inspiration from these works, turning credits into culturally relevant contents that enrich the viewer’s engagement with a film, a TV programme, and lately, with videogames and festivals. 3 Today, the growth of design studios specialising in their production attests to an on-going “design revival” of the visual arts. 4 These works elicit attention for their ability to stylise the essential features of audiovisual productions by means of aestheticised spectacles and cutting-edge animation. The positive interest that surrounds them inspires investigation of their composite nature.

An introductory definition of the title sequence, also called “opener” and “main titles,” is that of a brief audiovisual form (ranging from a few seconds to two minutes in length), which, placed at the beginning of a film and TV programme (either before its start or a few minutes into it), lists production, cast and crew credits and the distributor’s trademark logo. In spite of its growing prominence in popular culture, there exists little criticism on it. 5 The available articles and essays adopt two distinct, but interrelated analytic approaches that emphasise its “dysfunctional” nature, existing between “division and integration” with a media production. 6

On the one hand is the production emphasis on the opener as a standalone aesthetic element. The Creative Arts Primetime Emmys convention includes the category of “Outstanding Main Title Design” that selects the best openers in television programming, while the South by SouthWest film conference (SXSW) offers a screening session of “Film Titles Design” that includes TV titles. Credits are treated like “an experimental form of cinema”, 7 their level of self-containment and aesthetic coherence conferring on them a seemingly autonomous status. Judges regard them as works of art in their own right, with evaluations based on the formal and compositional properties of sound, editing, typography, computer animation. The work of Bass is the most representative of this discourse of artistic self-containment. Steven Spielberg’s statement that he was “one of the best film makers of this, or any other time” evidences the status of standalone works of art that producers confer to title sequences. 8

However, this aesthetic bias often elides the analysis of their other uses and the relationship entertained with the work they introduce. Serving an array of diversified purposes (from art and fashion to certification of employment and entertainment), the opener is a “complex” cinematic form “in which an astounding number of operations are tightly interwoven”. 9 According to Georg Stanitzek, “[i]n its selection and strict coupling of singular elements, the title […] references the film that follows and, reconsolidating allusions, makes self-reference to the form of the title sequence itself”. 10 In its status of “analytic synthesis” of medium and form, the opener never constitutes an alternative to a movie, functioning rather as a supplement that exists in a relation of co-dependence with it. 11

Deeply embedded in these dynamics, the title employs aesthetic sophistication to capture the tone, genre and narrative aspects of a production. Peter Frankfurt and Karin Fong, who created the openers of Boardwalk Empire (HBO 2010-present), Rubicon (AMC 2010) and Mad Men (AMC 2008-present), observe that credits exist to reference the series they introduce to the point that one cannot exist without the other. 12

Fig 1 Rubicon

Rubicon credits

 

Their highly stylised form arranges a hierarchy of meanings that conveys a compendium of larger narrative and thematic concerns, proving viewers with a “preferred arrangement of reading and commentary”. 13 Taking Joshua Alston’s comment that “if the story is the dream, the title sequence is the sedative,” it can be added that this sedative is primarily a textual one, which mediates the knowledge of an upcoming spectacle, dressing its industrial/legal function in an evocative, synoptical aesthetics. 14

The work of Gérard Genette on paratexts is illustrative in this respect. 15 Writing about print media, Genette contends that the reception of a text is the result of a two-way relationship with the reader that is mediated by both the book proper and the materials existing on and outside of its borderland – covers, epigraphs, notes. Paratexts, as the subtitle of his book suggests, constitute the “thresholds of interpretation” where different worlds meet and possibly collide. This approach works also for audiovisual media. Drawing on Genette’s research, Jonathan Gray explores the uses of promotional materials to create the “hype” that draws audiences to the big and small screens. 16 Although he focuses on marketing strategies, the notion that these materials act as the “greeters, gatekeepers, and cheerleaders for and of the media” applies to openers as well. 17 Just like posters and trailers, the opener provides the “early frames through which we will […] evaluate textual consumption”. 18 In an extremely compressed framework, it aggregates the salient features of a production, creating a synoptic storyboard that is allusive of narrative motifs and the extradiegetic.

Yet, title sequences are a peculiar kind of promotional material, existing as “an individual form within the medium of a particular film”. 19 After all, if we are sitting in the theatre, it means that we are already persuaded to watch a movie or a show, with the opener being a part of the spectacle. This relationship, where division and integration coexist, blurs the boundaries of the two cinematic forms. Anna Zagala writes that there exists a “volatile” connection between film titles and the film, which develops according to “the poetic and absurd possibilities” of a “dynamic in-between space”. 20 Laying at the edges of the spectacle, the credits manage how we access an audiovisual narrative and what kind of knowledge we create about it. “Here the film is in the process of becoming, where distinctions between outside and inside dissolve, and the film undergoes the difficult, exhilarating passage towards suspended disbelief”. 21 The supposed seamlessness that makes a film appear to its audience as a coherent unit is actually the effect of a ‘wrapping up’ enacted by the credits, where various purposes come together in suggestive ways. 22

Indeed, as opposed to trailers and featurettes, which operate at a temporal and spatial distance from the work they advertise, the opener is already part of the entertainment experience. 23 Any exploration necessarily needs to straddle different analytic perspectives (regarding its production and reception) in order to understand the “combination of redundancy and variety” enacted by the multi-functional status of this audiovisual form. 24 The following arguments draw on the “quality” argument to investigate the production philosophy of TV openers.

 

TV openers and the quality argument

Particularly in the context of contemporary television, the opener has become a central instrument of industrial re-definition. This is in marked contrast to the 1980s and 1990s, when, with notable exceptions like The Fresh Prince of Bel-Air (NBC 1990-96) and Twin Peaks (ABC 1990-91), the opener was treated like “a half-hearted afterthought” that attracted few resources and creativity. 25 Fear of losing viewers to an array of emerging competitors drove American networks to develop shorter sequences, and some executives to propose their elimination. The changes that have been taking place in the early 2000s and the mounting resources and interest devoted to these paratexts, however, attest to a significant transformation that has economic and cultural implications.

In “TV’s Golden Age of Opening Titles,” John Sellers celebrates the recent birth of the “quality opener”. 26 This label refers to the type of iconic main titles that in the last decade have been created to introduce ‘cult’ shows like Six Feet Under (HBO 1999- 2005), Dexter (Showtime 2006- present) and Game of Thrones (HBO 2011- present). These sequences stand out for their ability to encapsulate thematic concerns in iconic ways, “serving as a threshold between the diegetic and non-diegetic world” that provide aestheticized ways to contextualise the production details of the series. 27

Fig 2 GoThrones

Game of Thrones credits

 

Their commitment to detail, self-reflexive status, high-production values and use of advanced animation technology in fact conflate in a rich audiovisual experience and the object of mounting audience interest. 28 The creative boost injected in this production field is often seen as a consequence of the involvement of directors and designers previously associated with the big-screen industry. Sellers’s article mentions that a “film-to-TV-transition” is affecting the realisation of main title sequences, concurring to elevate television’s cultural standards. 29 Stacey Abbott similarly highlights the positive effects of this aesthetic hybridisation on the openers of TV series. 30

Focusing on the horror genre, she examines the sequences of American Horror Story (FX 2011- present) and The Walking Dead (AMC 2010- present) realised by Prologue Films, the design company run by Kyle Cooper, creator of the acclaimed titles of Se7en (1995).

Fig 3 AHStory

American Horror Story credits

 

In the latter case, the titles employ visual motifs of urban decay and empty picture frames to evoke the narrative themes of the series. Their semiotic richness conveys The Walking Dead’s intent to explore the meaning of being human in inhuman situations, employing the oppressive atmosphere of “dark visuals, jittery, hand-held camera style, [and] jarring jump cut editing” typical of Cooper’s “grunge aesthetics”. 31 In the case of American Horror Story, Cooper’s signature proved to be an important promotional vehicle. The titles were broadcast in advance of the premiere of the series which, created by Ryan Murphy and Brad Falchuk, producers of the decidedly non-horror series Glee (Fox 2009- present), raised audience preoccupations concerning the generic identity of FX’s show. By deploying Cooper’s grunge mark, the anticipated airing of the credits “went a long way toward alleviating those concerns and generated much online discussion about the meaning of the credits and their implication for the show”. 32

A distinctive marker of contemporary television, the adoption of cinematic standards refers to the evolution of the medium’s politics in its post-network phase. 33 Indeed, scholars contend that the enhanced look and style of recent TV series, linked to the participation of Hollywood talent and feature companies, constitutes “an even more important marker of the quality now expected by demographically desirable viewers”. 34 However, the use of the term “quality” to describe ambitious title sequences is fraught with evaluative implications, as it connects the new economics behind their production with an effort to pursue the values of high culture. Formal concerns with an aestheticisation of televisual narratives seem to be concurring in the “renaissance” of TV design that extends the high-end presumptions of the series’s ‘proper’ to their paratextual apparatus. 35

In her assessment of the inherent “goodness” of quality openers like those of Game of Thrones, Alice Rawsthorn pursues a similar line of analysis. 36 Commenting on the global success of this and other “intelligently made television shows”, she observes that their “ambitious” aesthetics evokes early 1960s precedents. 37 Notoriously, the post-war decade represents the “golden age” of television, a period “when serious people could take TV seriously,” largely thanks to the way tele-theatre mobilised the standards of modernist culture for a growing population of television users. 38 Today, advocates of TV’s “quality” turn similarly praise the commitment that many of the above mentioned shows devote not only to their realistic approach to socially relevant issues, but also their “stylistic integrity”. 39 Far from being just technical means to frame narrative concerns, production choices regarding editing, camera movement, soundtrack, and lighting concur to influence the audience’s experience of the spectacle, what Sarah Cardwell terms their “glossiness of style…open[ing] up the potential for rich, repeated viewing”. 40

The status of openers as “essential viewing” exposes their iconic relevance as symbols of TV’s renewed artistic aspirations. 41 Although, the title sequence remains a largely underappreciated component of a TV programme, there is a growing demand by audiences which “now expect to feel something before the show starts—and not to be simply introduced to a cast”. 42 Looking at the analytics of online video aggregators, it emerges that openers are beginning to enjoy a rising popularity as their own genre of entertainment, eliciting user commentary and inspiring forms of bottom-up remixing that often reformulate the narrative priorities of the shows. 43 The next section discusses the industrial policies behind these ambitions of quality, showing that the production choices of openers function as a tool of branding and differentiation for premium cable channels.

 

Contemplative openers

The proliferation of ambitious openers should not be taken as proof of a radical transformation of the TV’s policies. While, ideally, openers are regarded as if they were “abstract cinema”, 44 those which benefit from the care and resources devoted to “quality” productions remain rare. They are, rather, a disputed object of concern – as they are not a direct source of revenue, observes Danny Yount from Digital Kitchen studio, “there’s not always a lot of enthusiasm about [them]”. 45

Although this statement apparently contradicts the argument of the previous section, it exposes the complexities of the American TV landscape, where the absence of state-sponsored platforms ties quality standards to the different economic arrangements of channels. In the present industrial context, “interstitials” like openers acquire great importance as “little instruction manuals on how to read TV”. 46 Since, as John Ellis writes, “[t]hey show how television regards itself”, these contents that cannot be  classified as ‘programme proper’ provide a privileged means to understand the changes undergone by the medium in its present phase. 47 Catherine Johnson’s study of the “communicative ethos” of US television makes reference to the precarious status of credits, focusing on their disappearance from national networks. 48 Arguably, media planning in the USA is “particularly concerned with the bottom line and with ensuring that the non-advertising texts within the interstitials are generating revenue”. 49 In an effort to discourage viewers from switching channels between programmes, the networks are either doing entirely away with openers, switching to title cards (as in the case of Lost [ABC 2004-10] and Grey’s Anatomy [ABC 2005-present]), or postponing them in what are known as “cold starts”, where the sequence airs a few minutes into the beginning of the actual programme.

Fig 4 Lost

Lost credits

Grey's Anatomy

Grey’s Anatomy credits

 

Commenting on this disappearance, Ellis compares quality openers to the “hardback binding on a book, denoting quality, seriousness of intent and the buyer’s willingness to pay more”. 50 His reading highlights that credits sit at the heart of a reconfiguration of entertainment standards, where “quality” and “sophistication” work to alleviate the effects of a new economy of scarcity while simultaneous setting up cultural hierarchies. The effect of these changes is that the kind of imaginative openers praised by critics is quickly becoming an exclusive staple of premium channels. While economic needs and the pressures of advertisers are forcing the national networks to maximise on revenue and cut on interstitials, platforms like Showtime, FX and HBO are unencumbered by such preoccupations. Since their revenues are generated by viewer subscriptions, their mission is to offer audiences something ‘more’ and ‘better’ than regular TV. For this reason, openers and other interstitials work as a branding vehicle and a means of differentiation for competing channels. Their stylish and engaging spectacle becomes a deluxe addendum that provides supposedly memorable entertainment to those willing to pay extra for their chosen pastime.

In this respect, high-production values and artistic standards concur to mark the cultural currency of a series, with the audiovisual excellence of its opener functioning as an effective tool of programme branding. Productions apply the standards of advertising and cinema to title design to perform quality, setting, in Ellis’s definition, a “contemplative pace” into the action that brands them as purveyors of “elegance and perfection”. 51 The posture entices viewers and sets mood, turning description into iconicity and eliciting instant recognition of a series. The time spent watching a contemplative opener serves to “pace” the pleasures of entertainment, a luxury afforded by the subscriptions that allow premium channels to eschew commercial interruptions. 52 Here, narrative and thematic concerns are extrapolated and re-contextualised in sequences that establish levels of correct reading via the inclusion of extratextual elements drawn from literature, cinema and painting. 53

Showtime exemplifies how premium platforms employ contemplative openers to define the channel’s distance from regular TV. The success of its original productions like Dexter and Californication (2008- present) made the channel an undisputed source of cutting-edge entertainment. In some cases, the openers of these series have elicited as much positive attention as their referring programmes. Dexter and The Borgias (2011-present) are illustrative of this phenomenon. The former’s credits chronicle the morning routine of serial killer Dexter Morgan (Michael C. Hall) in extreme close-ups, with a jump-cut editing and accompanied by Daniel Litch’s “dorky” “Blood Theme”. 54 They have become synonymous with the superb aesthetics of quality openers, with critics naming them “a mini-masterpiece”, still “the best on TV” after six seasons. 55

Dexter

Dexter credits

 

Those of The Borgias make virtue of their audience’s knowledge of Renaissance painting to establish the high-brow presumptions of the production. 56 The sequence uses as its main motifs paint and paintings (like Caravaggio’s Death of the Virgin and Exposure of Luxury by Agnolo Bronzino) to encapsulate the themes of the narrative that, focusing on the Borgia family, deals with corruption, lust, bribery and murder. 57

The Borgias credits

The Borgias credits

 

The work of “aestheticisation” of these titles generates a “sense of beauty” and allusion: their functionalism turns into a form of persuasive entertainment that magnifies that of the associated series. 58 Like the logos and brand signatures of Hollywood’s heyday that resonated with “particular kinds of production values”, Showtime’s titles are a “means of confirming specific kinds of industrial authority and viewing pleasure”. 59 Their cutting-edge style and artistic virtuosity aspire to position the channel as a competitive brand of entertainment that congratulates viewers for their supposedly superior taste in entertainment. This strategy shows that credits create interpretive frameworks for individual productions, while concurrently working within the broadcasting context to attribute an organic, distinct identity to a platform and its audience.

 

Homeland’s “worse opening credits ever”

Openers distil different concerns, with legal matters, reception, marketing strategies converging in the creation of a “functional space” that, “open[ing] up room for aesthetic variation”, performs a channel’s aspiration to cultural relevance. 60 “In their search for beauty”, notes Ellis, they “present a vision of television as it could be … if only it were even more costly than it already is”. 61 But what happens when audiences do not receive credits favourably? This section looks at the disputed credits of Homeland to further analyse the impact that an opener has on a channel’s marketing strategies.

Acclaimed as “stylish and challenging”, 62 Homeland has been Showtime’s flagship programme since its premiere in 2011, receiving consecutive awards in the competitive category of “Best TV Drama”. 63 An espionage drama based on an Israeli original, it tells the story of the involvement of Nicholas Brody (Damian Lewis), a Marine Sergeant back in the US after missing in action for eight years in Iraq, with CIA officer Carrie Mathison (Claire Danes), with whom he starts an affair, and with the jihadist cause. Brody’s hidden agenda and Mathison’s love for him and obsession with security question the meaning of pervasive surveillance, vulnerability and patriotism in a time of ideological redefinition, as the first decade of America’s “war on terror” comes to an end.

Like other shows airing in the last decade (most notably Battlestar Galactica [SyFy 2003-2009] and Lost), Homeland is an investigation of confinement, both in the sense of physical imprisonment and containment, when a character is unwillingly forced to comply to a pre-established set of rules and expectations. Its opening credits show a particular instance of confinement, chronicling Carrie’s obsessive identification with CIA’s counterterrorism agenda. 64 In approximately 100 seconds, they use a collection of jumbled fragments spanning her childhood, adolescent and adult years and the visual motif of the garden maze to map her involvement with the cause of homeland security.

Homeland credits

Homeland credits

 

The most evident feature of the sequence is its discontinuity and lack of consistent narrative unfolding. Not only is it difficult to assign coherence to it, when they attain narrative continuity (because of an internal recurrence of subject and motif), some shots literally jump before the eye, while others fade in a blur of aberrant chromaticism, or are superimposed to other ones. 65 This editing choice draws attention to the precarious status that, in the series, images and sounds have as objects of knowledge: the spectatorial mastery of the object of vision is bracketed by an overabundance of sensorial stimuli, like the insistent superimposition of diegetic sounds (sirens, fragments of presidential addresses on terrorism, helicopters and voices speaking in muffled Arabic) on a piercing jazz soundtrack. 66

Homeland

Homeland credits

Homeland

Homeland credits

 

With its dense, eccentric style of execution, the sequence is a challenging piece of spectacle that performs Homeland’s aspirations of cultural relevance, particularly with respect to its soundtrack, a jazz composition by Sean Callery. The tune, which was nominated for “Outstanding Main Title Theme Music” at the 2012 Emmys, provides a hint into the narrative as well as its reception. Jazz is Carries’ preferred means to calm down at moments of crisis, while its “wailing” trumpet melody functions as an acoustic commentary to the scenes of chaos passing on screen. 67 The choice of jazz for the sequence operates as cultural code. On TV, this genre is often employed to add sophistication to a scene, its improvisational qualities inviting the audience to acknowledge its baroque execution. Scores of famous New Orleans musicians (Homeland notoriously features Thelonious Monk’s “Straight, No Chaser”) intermingle with themes created by Callery, demanding from viewers a degree of knowledge and appreciation of the complex mechanics of composition and affective involvement mobilised by sophisticated television. Indeed, it is both the ambitious aesthetics and its opening theme that, in the mind of the producers, would single out Homeland’s titles as quality entertainment.

For all its aspirations, however, the surrealism of the titles has been the object of unnerved criticism by viewers and commentators. For example, Todd VanDerWerff of the online magazine AV Club finds them “goofy”. 68 In a list of “The Best and Worst Credit Sequences of 2011” published in the influential TV.Com, Tim Surette gives them an “F” for looking “like your college roommate’s bad poetry, visualized”, 69 while Nestor Watach points to their “poor execution”, judging them “the worst opening credits in TV history”. 70 In a post for the blog The Warm Glove, Watach notes that “the quality of the show itself is the antithesis of the nature of the opening credits”, an “enthralling drama” that the titles’ “contrived travesty” does nothing to delineate. 71 The criticism is so widespread that in an interview for the Hollywood Reporter Alex Gansa, Homeland’s executive producer, felt compelled to justify his choice: “some people love [the sequence]; some people hate it. […] What I like about it is it clearly shows how the last 25 years of bad news, in terms of the war on terror, might have influenced a girl growing up with bipolar illness”. 72 Contending that the titles are symbolic of contemporary anxieties, with Carrie embodying the neurosis of a burned-out populace, Gansa moves the argument away from the bottom-up criticism of the aesthetic shortcomings of the sequence, and repositions it on the paratextual level of its sociocultural implications.

Within unanimous recognition of the cultural import of Homeland’s thematic concerns, the criticism of the titles sticks out as the proverbial bête noir that threatens to compromise the reception of the show, with Gansa’s defensive statement hinting at some deep-seated anxieties as he tries to counter the audience’s reactions. Openers do indeed serve the purpose of protracted “content branding”, 73 setting up the mood and tone” of the shows. 74 Furthermore, they need to be resilient: “ensur[ing] that they won’t seem tedious on the umpteenth viewing”. 75 Negative reception of the titles might thus operate in an aporetic fashion, countering the principle by which they must create screen attachment and “resonate” with the viewer. 76

The compromising status of Homeland’s credits within the economy of the series and its broadcasting channel points to the fact the marketing force of a series’s paratextual apparatus operates as long as it triggers a productive relationship with the audience, inspiring positive feedback. This latter aspect often takes the form of audience appropriation of the paratexts. TV’s cultural economy is in fact increasingly dependent on the autonomous, bottom-up circulation of its contents and the repurposing activities that they initiate. If opening credit sequences are paratexts that influence the audience’s understanding and engagement with a media production, their negative reception should not be overlooked. Not only because it might determine a loss of viewers, but because it engenders a different relationship with the televisual text, 77 one that compromises the function of openers to ‘hook’ viewers to a channel in an instant fashion. An opener’s ability to generate hype and attract viewers is indeed linked to its ability to “produce value […] through the expression, attention and co-creation of subjectivity”. 78 The dispute over Homeland’s titles shows the extent to which Showtime’s promotion needs not only to harness and inspire, but also to inflect this subjective creation with positive market value.

 

The evolution of TV openers

The strategies associated with the production of contemplative, quality openers extend beyond the broadcasting moment, to foresee and modulate their circulation as autonomous entertainment forms. What seems to motivate the current industrial interest in openers is their ability to initiate an encounter that “linger[s] longer than the television series itself”. 79 If channels need promos with a lasting effect, they might have found in openers the right balance of artistic and promotional integrity that “lodges itself in the mind and won’t be dislodged”. 80 This performative character of openers shows how a sophisticated aesthetics and its ability to comment on a developing storyline enhance forms of moment-intensive consumption. At the same time, openers become vehicles of a form of ‘instant’ entertainment that might further push TV’s dive into an economy of the “commons”, whereby promotional materials aggregate interest and attention because of their social resonance, but also defuse and disperse this attention away from the series.

The marketing of openers is part of the marketing of attention taking place throughout the system of communication, where television overlaps with other media in an attempt to regiment the transductive dimension of media’s perceptual mobilisation. The industry thus finds itself in the position of both implementing and containing the power of media forms to engender prolonged textual engagement. 81 There is an element of moment-intensive capitalisation that criticism of openers has so far eschewed and that instead needs to be further analysed. Efforts to seize attention at the moment of broadcasting merge with TV’s need to sustain viewer support and curiosity through time. Openers stand at the point where these assemblages overlap, their properties of brevity, attraction and flexibility instigating new strategies of promotion based in the top-down modulation of practice of textual repurposing and experimentation.

 

Enrica Picarelli is the recipient of the ‘Michael Ballhaus; fellowship for postdoctoral research at Leuphana University (Lüneburg). She completed her Ph.D. in Cultural and Postcolonial Studies of the Anglophone World at ‘L’Orientale. University of Naples, where her dissertation addressed the reverberations of the post-9/11 culture of fear in American science fiction series. Her current research focuses on the televisual promotion of American shows, combining an interest in media theory and textual analysis with a focus on the affective economy of promotion. Picarelli has published articles and essays on Battlestar Galactica, Mad Men and Lost and blogs at http://spaceofattraction.wordpress.com.

 

Bibliography

Abbott, Stacey. “‘I want to do bad things to you’: The Cult of the TV Horror Credit Sequence.” Paper presented at the symposium Popular Media Cultures: Writing in the Margins and Reading Between the Lines, London, May 19, 2012.

Abrams, Janet. “Beginnings, Endings, and the Stuff in Between.” Sight and Sound 12 4 (1994): 22-26.

Alston, Joshua. “TV’s Amuse-Bouche.” VanityFair, April 12, 2012. Accessed February 1, 2013.

Cardwell, Sarah. “Is Quality TV Any Good?,” In Quality TV: Contemporary American Television and Beyond, edited by Janet McCabe and Kim Akass, 19-34. London and New York: I.B. Tauris, 2007.

Dovey, Jon. “Time Slice: Web Drama and the Attention Economy.” In Ephemeral Media: Transitory Screen Culture from Television to YouTube, edited by Paul Grainge, 138-155. London, BFI: 2011.

Ellis, John. “Interstitials: How the ‘Bits in Between’ Define the Programmes.” In Ephemeral Media: Transitory Screen Culture from Television to YouTube, edited by Paul Grainge, 59-69. London, BFI: 2011.

Evans, Elizabeth J. “The Evolving Media Ecosystem: An Interview with Victoria Jaye, BBC.” In Ephemeral Media: Transitory Screen Culture from Television to YouTube, edited by Paul Grainge, 105-121. London, BFI: 2011.

Genette, Gérard. Paratexts: Thresholds of Interpretation. Cambridge, New York, Melbourne: Cambridge University Press, 2001.

Grainge, Paul. “Branding Hollywood: Studio Logos and the Aesthetics of Memory and Hype.” Screen 45 4 (2004): 344-361.

Gray, Jonathan. Show Sold Separately: Promos, Spoilers, and Other Media Paratexts. New York and London: New York University Press, 2010.

Gray, Jonathan. “New Audiences New Textualities: Anti-Fans and Non-Fans.” European Journal of Cultural Studies 6.1 (2003): 64-81.

Haskin, Pamela. “Saul, Can You Make Me a Title? Interview with Saul Bass.” Film Quarterly 50 1 (1996): 10-17.

Innocenti, Veronica and Valentina Re (eds.). Limina. Le Soglie del Film/Film’s Thresholds. Udine: Forum, 2004.

Johnson, Catherine. Branding Hollywood. Oxon and New York: Routledge, 2012.

Kirkham, Pat. “Reassessing the Saul Bass and Alfred Hitchcock Collaboration.” Design Observer, January 11, 2012. Accessed 28, May 28 2012.

Lamar, Cyriaque. “The Walking Dead is Ravenously Good Horror Television.” io9, October 31, 2010. Accessed April 14, 2013.

Momentist Inc. “Title sequence for The Borgias, Showtime.” Accessed April 12, 2013.

Nededog, Jethro. “Homeland EP Alex Gansa Talks Nick Brody Twist, Defends Opening Titles Sequence.” The Hollywood Reporter, November 20, 2011. Accessed January 21, 2013.

Nussbaum, Emily. “It’s Never too Soon to Suck them In.” New York TV, May 16, 2010. Accessed January 24, 2013.

Pearson, Roberta. “Lost in Transition: From Post-Network to Post-Television.” In Quality TV: Contemporary American Television and Beyond, edited by Janet McCabe and Kim Akass, 239-256. London and New York: I.B. Tauris, 2007.

Rawsthorn, Alice. “Opening Titles That Grab Viewers’ Attention.” New York Times, November 18, 2012. Accessed 5, April 2013.

Sellers, John. “TV’s Golden Age of Opening Credits.” Salon, February 18, 2012. Accessed January 24, 2013.

Spigel, Lynn and Jan Olsson (eds.. Television After TV: Essays on a Medium in Transition. Durham: Duke University Press, 2004.

Stanitzek, Georg. “Reading the Title Sequence (Vorspann, Génèrique).” Cinema Journal 4 48 (2009): 44-58.

Storm, Jonathan. “One Crazy Good Spy.” Philadelphia Inquirer, October 2, 2011. Accessed January 24, 2013.

Surette, Tim. “The Best and Worst Credit Sequences of the 2011 TV Season: Sunday Shows.” TV.com, November, 21, 2011. Accessed January 24, 2013.

Szpakowski, Michael. “One Minute Volumes 1-4.” Moving Image Review & Art Journal 1 (2012): 129-135. doi: 10.1386/miraj.1.1.129_4.

Thompson, Robert J. Television’s Second Golden Age. Syracuse: Syracuse University Press, 1996.

VanDerWerff, Todd. “‘Blind Spot’: Homeland.” AVClub, October 30, 2011. Accessed January 20, 2013. http://www.avclub.com/articles/blind-spot,64132/.

Uricchio, William. “The Recurrent, The Recombinatory and the Ephemeral,” in Ephemeral Media: Transitory Screen Culture from Television to YouTube, ed. Paul Grainge (London, BFI: 2011), 138-155.

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Vimeo. “F5 Titles.” Accessed April 16, 2013.

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Watach, Nestor. “Does Homeland Have the Worst Opening Credits in TV History?The Warm Glove, November 28, 2012. Accessed Jan 24, 2013.

Watch the Titles. “True Blood.” Accessed April 16, 2013.

YouTube. “The Art of Film & TV Title Design.” Accessed April 16, 2013.

YouTube. “Homeland: Creating the Opening Titles Music.” Accessed April 16, 2013.

Zagala, Anna. “The Edges of Film.” Senses of Cinema 20 (2002). Accessed February 12, 2012.

 

Filmography

American Horror Story (FX 2011- present).

Battlestar Galactica (SyFy 2003-2009).

Boardwalk Empire (HBO 2010-present).

Californication (2008- present).

Dexter (Showtime 2006- present).

Game of Thrones (HBO 2011- present).

Grey’s Anatomy (ABC 2005-present).

Homeland (Showtime 2011-present).

James Bond (1962, Lewis Gilbert).

Lost (ABC 2004-10).

Mad Men (AMC 2008-present),

North by Northwest (1959, Alfred Hitchcock).

Psycho (1960, Alfred Hitchcock).

Rubicon (AMC 2010).

Searching for the Wrong-Eyed Jesus (2003, Andrew Douglas).

Se7ev (1995 David Fincher).

Six Feet Under (HBO 1999- 2005).

The Borgias (2011-present).

The Fresh Prince of Bel-Air (NBC 1990-96).

The Pink Panther (1964, Black Edwards).

The Seven Year Itch (1955, Billy Wilder).

The Walking Dead (AMC 2010- present).

Twin Peaks (ABC 1990-91).

 

Frames # 3 Promotional Materials 05-07-2013. This article © Enrica Picarelli. This article has been blind peer-reviewed.

 

Notes:

  1. David Cronenberg cited in Janet Abrams, “Beginnings, Endings, and the Stuff in Between”, Sight and Sound 12 4 (1994): 23.
  2. Pat Kirkham, “Reassessing the Saul Bass and Alfred Hitchcock Collaboration”, Design Observer, January 11, 2012, accessed 28, May 28 2012.
  3. See, for example, the openers of the F5 Festival realised by Buck Studio and of 2010 OFFF in Paris available at Vimeo. “F5 Titles”, accessed April 16, 2013, and Vimeo, “OFFF Paris 2010 Titles”, accessed April 16, 2013.
  4. Alice Rawsthorn, “Opening Titles That Grab Viewers’ Attention”, New York Times, November 18, 2012, accessed 5, April 2013.
  5. Abrams, “Beginnings, Endings, and the Stuff in Between”; Stacey Abbott, “‘I want to do bad things to you’: The Cult of the TV Horror Credit Sequence” (paper presented at the symposium Popular Media Cultures: Writing in the Margins and Reading Between the Lines, London, May 19, 2012); Pamela Haskin, “Saul, Can You Make Me a Title? Interview with Saul Bass”, Film Quarterly, 50 1 (1996): 10-17; Georg Stanitzek, “Reading the Title Sequence (Vorspann, Génèrique)”, Cinema Journal 4 48 (2009): 45; Veronica Innocenti and Valentina Re (eds.), Limina. Le Soglie del Film/Film’s Thresholds (Udine: Forum, 2004).
  6. Stanitzek, “Reading the Title Sequence”, 49, 45.
  7. Ibid. 53.
  8. Spielberg quoted in Kirkham, “Reassessing the Saul Bass and Alfred Hitchcock Collaboration”.
  9. Stanitzek, “Reading the Title Sequence”, 46.
  10. Ibid. 47.
  11. Ibid. 47.
  12. The Art of Film & TV Title Design”, YouTube, accessed January 22, 2013.
  13. Stanitzek, “Reading the Title Sequence”, 53.
  14. Joshua Alston, “TV’s Amuse-Bouche”, VanityFair, April 12, 2012, accessed February 1, 2013.
  15. Gérard Genette, Paratexts: Thresholds of Interpretation (Cambridge, New York, Melbourne: Cambridge University Press, 2001).
  16. Jonathan Gray, Show Sold Separately: Promos, Spoilers, and Other Media Paratexts (New York and London: New York University Press, 2010).
  17. Ibid. 17.
  18. Ibid. 26.
  19. Stanitzek, “Reading the Title Sequence”, 45 (italics mine).
  20. Anna Zagala, “The Edges of Film”, Senses of Cinema 20 (2002), accessed February 12, 2012.
  21. Ibid.
  22. The wrapping up is enacted as much by opening as by closing titles. See on this aspect: Abrams, “Beginnings, Endings and the Stuff in Between”.
  23. According to Stanitzek, the title sequence belongs to the category of “peritexts”. These “are found close to the text to which they refer, are affixed to it to some degree and enter into view with it.” Conversely, the trailer is an “epitext,” as it is located at a greater distance from the text to which [it] refer[s], so that [it] can – in a temporal dimension as well – provide commentary in the forefront or as follow-up”. Stanitzek “Reading the Title Sequence”, 52.
  24. Ibid., 50.
  25. Alston, “TV’s Amuse-Bouche”.
  26. John Sellers, “TV’s Golden Age of Opening Credits”, Salon, February 18, 2012, accessed January 24, 2013.
  27. Abbott, “‘I want to do bad things to you’”.
  28. Fans often creatie alternative versions, like Daniel Kanemoto’s unofficial titles for The Walking Dead. See “The Walking Dead (unofficial) 2010”, Art of the Title, October 29, 2010, accessed April 13, 2013.
  29. Sellers, “TV’s Golden Age of Opening Credits”.
  30. Abbott, “‘I want to do bad things to you’”.
  31. Abbott, “‘I want to do bad things to you’”.
  32. Ibid.
  33. For a discussion of post-network television see Lynn Spigel and Jan Olsson (eds.), Television After TV: Essays on a Medium in Transition (Durham: Duke University Press, 2004).
  34. Roberta Pearson, “Lost in Transition”, in Quality TV: Contemporary American Television and Beyond, eds. Janet McCabe and Kim Akass (London and New York: I.B. Tauris, 2007), 241.
  35. Rawsthorn, “Opening Titles That Grab Viewers’ Attention”.
  36. Ibid.
  37. Ibid.
  38. Robert J. Thompson, Television’s Second Golden Age (Syracuse: Syracuse University Press, 1996), 11.
  39. Sarah Cardwell, “Is Quality TV Any Good?,” in Quality TV: Contemporary American Television and Beyond, eds. Janet McCabe and Kim Akass (London and New York: I.B. Tauris, 2007), 30.
  40. Ibid., 26, 31.
  41. Sellers, “TV’s Golden Age of Opening Credits”.
  42. Alston, “TV’s Amuse-Bouche”.
  43. “Feature programmes, advertisements, idents, bumpers and so on are disassemble, recycled, remixed with materials of other provenance and recast as new texts – some funny, some absurd, some biting in their commentary. In many cases, the ephemeral has come all the way around to emerge centre stage.” William Uricchio, “The Recurrent, The Recombinatory and the Ephemeral”, in Ephemeral Media: Transitory Screen Culture from Television to YouTube, ed. Paul Grainge (London, BFI: 2011), 32.
  44. Stanitzek, “Reading the Title Sequence”, 45.
  45. Yount cited in Alston, “TV’s Amuse-Bouche”.
  46. John Ellis, “Interstitials: How the ‘Bits in Between’ Define the Programmes” in Ephemeral Media: Transitory Screen Culture from Television to YouTube, ed. Paul Grainge (London, BFI: 2011), 60.
  47. Ibid.
  48. Catherine Johnson, Branding Hollywood (Oxon and New York: Routledge, 2012), 133.
  49. Ibid.,135.
  50. Ellis, “Interstitials,” 61.
  51. Ibid., 65.
  52. Ibid., 65.
  53. For example, the opener of True Blood (HBO 2008- present), a supernatural series about vampires in the American South, enriches its overview of narrative motifs like the haunted house, with extradiegetic references to southern gothic literature (especially the novels of Harry Crews), David Lynch’s films, and the documentary on Christianity and country music Searching for the Wrong Eyed Jesus (2003). See “True Blood”, Watch the Titles, date of publication unknown, accessed April 13, 2013.
  54. Emily Nussbaum, “It’s Never too Soon to Suck them In”, New York TV, May 16, 2010, accessed January 24, 2013.
  55. Ibid.
  56. Realised by Momentist studio. See: Momentist, “Title sequence for The Borgias, Showtime”, accessed April 16, 2013.
  57. Other significant examples are the main titles of Weeds (2005-2012) and Nurse Jackie (2009-present).
  58. Ellis, “Interstitials”, 64-65.
  59. Paul Grainge, “Branding Hollywood: Studio Logos and the Aesthetics of Memory and Hype”, Screen 45 4 (2004): 349, 346.
  60. Stanitzek, “Reading the Title Sequence”, 49.
  61. Ellis, “Interstitials”, 65.
  62. Jonathan Storm, “One Crazy Good Spy”, Philadelphia Inquirer, October 2, 2011, accessed January 24, 2013.
  63. The series has won multiple awards at the Emmys and Golden Globes, among which are best performance by an actress and an actor in a television drama received by Claire Danes and Damien Lewis consecutively in 2012 and 2013.
  64. The credits can be viewed at: Vimeo, “Homeland Opening Credit Sequence”, accessed April 12, 2013.
  65. This affective intrusion also materialises as hypersaturation and chromatic aberration. Occasionally, a grain effect is added, as the some close-ups of Carrie’s facial features.
  66. Chris Billig, executive producer at TGC (the studio responsible for the sequence), states that the goal was to provide a surreal spectacle that shows how Carrie is at the same time the pursuer and the victim of a “cat-and-mouse” game where good and bad sides switch place. The opener discloses that she and Brody will cross many thresholds, reviewing their goals and questioning what they used to take for granted. The images and sounds of TV news, echoes of past conversations, the Arabic language and reports from the warfront, mark the limit of a perceptual threshold tying the officer’s predicament to that of her country’s fight against terrorism.
  67. Homeland: Creating the Opening Titles Music”, YouTube, accessed January 20, 2013.
  68. Todd VanDerWerff, “‘Blind Spot’: Homeland”, AVClub, October 30, 2011, accessed January 20, 2013.
  69. Tim Surette, “The Best and Worst Credit Sequences of the 2011 TV Season: Sunday Shows”, TV.com, November, 21, 2011, accessed January 24, 2013.
  70. Nestor Watach, “Does Homeland Have the Worst Opening Credits in TV History?”, The Warm Glove, November 28, 2012, accessed Jan 24, 2013.
  71. Ibid.
  72. Jethro Nededog, “Homeland EP Alex Gansa Talks Nick Brody Twist, Defends Opening Titles Sequence”, The Hollywood Reporter, November 20, 2011, accessed January 21, 2013.
  73. Alston, “TV’s Amuse-Bouche”.
  74. This is especially true of the credits for serials, whose life is genetically programmed to stretch for months and often many years. In this case, titles must be generic enough to encompass the potential of a diegetic universe to change, a universe that, at the moment of the openers’ realisation, exists just in blueprint form, since the decision to keep a show on the air, or renew it, is taken several weeks (if not months) into the airing of the season.
  75. Rowsthorn, “Opening Titles That Grab Viewers’ Attention”.
  76. See the interviews with Jim Helton and Ben Conrad in “The Art of Film & TV Title Design”.
  77. On anti-fans and non-fans see Jonathan Gray, “New Audiences New Textualities: Anti-Fans and Non-Fans”, European Journal of Cultural Studies 6.1 (2003): 64-81.
  78. Jon Dovey “Time Slice: Web Drama and the Attention Economy”, in Ephemeral Media: Transitory Screen Culture from Television to YouTube, ed. Paul Grainge (London, BFI: 2011), 143.
  79. Alston, “TV’s Amuse-Bouche.”
  80. Michael Szpakowski, “One Minute Volumes 1-4”, Moving Image Review & Art Journal 1 (2012): 133.
  81. Victoria Jaye from BBC talks about the industry’s goal to create “moment-intensive content” as a way to repurpose TV programmes for Internet use on the BBC iPlayer platform: “We create those moments […] But now those moments are no longer just gone. While we’re maxing out on their momentariness, we will also ensure that they will never have to be forgotten, so you’re giving them a permanent place or record of the passing of that moment, but it’s still a moment. You definitely still want to create hit moments of jeopardy and hilarity […] We are driving moments, but those moments have a lasting value and we can support that lasting value through these endeavours”. Elizabeth J.Evans, “The Evolving Media Ecosystem: An Interview with Victoria Jaye, BBC”, in Ephemeral Media: Transitory Screen Culture from Television to YouTube, ed. Paul Grainge (London, BFI: 2011), 119.

Imaging a Female Filmmaker: The Director Personas of Nishikawa Miwa and Ogigami Naoko

Among a burgeoning generation of contemporary Japanese women commercial filmmakers, the first of its kind, are Nishikawa Miwa and Ogigami Naoko.  Both are well known and award winning filmmakers with substantial bodies of work.  However, these two directors exist at opposing poles of cinema marketing, reception, and criticism.  Analysis of their reputations and their public image as directors provides insight into how women are finding their footing in today’s Japanese film industry, particularly in the creation and maintenance of a directorial text or public persona.

Using Robert E. Kapsis’ theory of director persona creation and transformation, I show how Nishikawa Miwa maintains a public image of film auteur and enjoys a privileged position among art cinema circles.  By contrast, the overtly feminized marketing of Ogigami Naoko’s public image, or as I will explore the absence thereof, transforms the director into a commercial product.  Underlying both personas is the thread of gendered subject positions and gendered marketing in which contemporary female film directors encounter industry mechanisms that package them as specifically female film directors.

Director Personas

In his work on film legend Alfred Hitchcock, Robert E. Kapsis challenged the idea that director reputations are generated by the “individualistic” or “masterpiece” theory in which reputations are based primarily on the director’s works.  According to this line of thought, “if an artist’s stature improves during his or her lifetime, a major reason is that the artist’s work got better, that is, more in line with the prevailing aesthetic standards of the art world” (Kapsis 1992, 16).  The arbiters who pass judgement on a directors’ work and the director’s reputation are the evaluative voices belonging to reviewers, critics, and scholars who engage in a process of “consensus building in the relevant art world” (Becker 1982, 359).  However, as Kapsis argues, this prevailing theory ignores far more tangible and objective factors that contribute to a director’s public text or image.  To begin with, sponsors (studios, producers, managers, etc.) have an active role in promoting or establishing the reputation of an artist as they profit from the exposure (Kapsis 1992, 16).  Moreover, the artists themselves are active agents in the construction of public personas and reputations, as owners of their public text.  This engagement of an artist in their own star text is a central concept in star studies (Dyer 2008), but is often overlooked when it comes to directors, who are also manufactured stars of publicity machines, both self-directed and otherwise.  Both sponsors and directors engage in the creation and maintenance of marketing materials, a public portfolio, that can cast the director as cinema auteur or commercial crowd-pleaser.  In working with the public image of Hitchcock, whose reputation began in so-called lowbrow “thriller” entertainment, Kapsis analysed the mechanisms and materials used to transform the director from a commercial entertainer to a celebrated auteur, from a “craftsman” to an “artist” (Kapsis 1992, 1).

In his Hitchcock case study, Kapsis identified four key components involved in the production of a director persona.  The first is the crafting of a “biographical legend” or “public reputation.”  This narrative lends a perceived “reality” or “truth” to the director’s products that encourages reading films as perceived extensions or expressions of the director’s projected, public self.  In accord with the practiced tenets of auteur theory, the promoted reputation of the filmmaker “can influence how viewers derive meaning from any given film” (Kapsis 1992, 11).  As such, the director’s careful articulation of her own biography is central to constructing an atmosphere of legitimacy and gravitas to both her films and spectatorial meaning making.

Kapsis’ second factor concerns “conventions of critical discourse about genre” (12) that interrogate and negotiate “genre meaning systems.”  A director, focusing on a particular genre and its conventions, establishes a consistent body of work that facilitates analysis across film texts.  This worked well in Kapsis’ study on Hitchcock, a director operating in a particular historical and industrial context.  However, it does not work quite so neatly in a contemporary setting in which directors operate more independently from a studio industry (as is currently often the case in Japan), and are more influenced by a global environment of postmodern expressions and experimentation across disparate media formats.  Rather, I would amend Kapsis‘ point to meet contemporary conditions (and the more local context of Japanese genre deconstruction) by replacing consideration of a director’s genre with consideration of a director’s oeuvre as a cohesive whole in which motifs, style, and production contexts span films.  In the case of Japanese cinema this is particularly true for those directors that seem to defy genre classification: e.g. Ogigami Naoko, Iwai Shunji, Tanada Yuki, Kurosawa Kiyoshi, and Miike Takashi.

Thirdly, Kapsis places importance on “the critical discourse on cinema, which refers to more general criteria affecting how reviewers from a particular time period evaluate current or past films” (12).  He notes that in American cinema, “writers in general dismissed the vast number of popular entertainment films…their blatant commercialism was considered incompatible with artistry and seriousness” (12).  This bears true in criticism of Japanese cinema as well (Laird 2010) and divides directors into two opposing groups: commercial and high art.

Lastly, Kapsis notes that a director’s public text is defined by “marketing and publicity strategies developed by film companies and filmmakers to promote their films ” (Kapsis 1992, 13).  In the case of Hitchcock,

the crusade to establish [his] reputation as a significant artist typically unfolded against the backdrop of the films Hitchcock was working on at the time. That is, the mechanism for creating publicity for his latest film became the vehicle for disseminating to journalists and critics the proposition that Hitchcock was a serious artist. (17)

To evaluate the Hitchcock metamorphosis, Kapsis turned to the Hitchcock Collection for his study, a collection that “includes scripts, papers, production notes, publicity files, correspondence, and memorabilia” (xv), as well as taped interviews and correspondence with François Truffaut, housed at the Academy of Motion Picture Arts and Sciences.  In considering these resources, I would bring Kapsis’ argument up to date here by suggesting that we think of his resources as not just the career documents of a director, but as the texts that support the creation and maintenance of the director’s reputation.  As such, are these not actually a director’s paratexts, the marketing materials that define and support director texts?  Jonathon Gray defines media paratexts as the (mostly marketing) materials that surround, amplify, explain, and contextualize a text.  In short, Gray argues that “paratexts are not simply add-ons, spinoffs, and also-rans: they create texts, they manage them, and they fill them with many of the meanings that we associate with them” (Gray 2010, 6).  With regards to Kapsis’ study, film paratexts are not only a mechanism of context for a particular film or its stars, but are also meaning generators for individual directors.

In his focus on Hitchcock, there is an element that is overlooked in Kapsis’ analysis: the role that gender plays in gendered marketing campaigns that addresses gendered audiences and crafts a gendered director persona.  This is no doubt because Kapsis studied a celebrated male director working in a male dominated (thereby male normative) industry.  However, in the case of contemporary female directors in Japan, director gender and gendered imagery plays a primary role in shaping the director’s public persona.  Moreover, the extent to which the director is feminized by her marketing paratexts can play a significant role in her designation within the commercial/auteur value-laden dichotomy.

To address the paratextual gendered marketing of contemporary Japanese female directors, and how polarised variances in director texts place these filmmakers in the commercial/auteur dichotomy, I will now turn to a comparison of two prominent directors:  Nishikawa Miwa and Ogigami Naoko.  In considering their respective director personas, I take into account Kapsis’ four elements: (1) the biographical legend; (2) consistent motifs and stylistic techniques within film oeuvre; (3) critical discourse and reception; and (4) marketing paratexts.

Nishikawa Miwa

Director, screenwriter, and novelist Nishikawa Miwa holds ground at the perceived forefront of the current generation of Japanese female filmmakers.  However, she stands noticeably apart from her contemporaries in both reception and acclaim.  As I will show in the case of Ogigami Naoko below, women directors are categorised and marketed as particularly women directors in much the same way that Japanese women writers have been partitioned as women writers (Ericson, 1996).  Nishikawa Miwa’s director persona, however, successfully transcends gendered demarcation.  Nishikawa is promoted as a cinema auteur–a status attainable only by men in Japan until recently, as per the mechanisms outlined by Kapsis.

Nishikawa Miwa’s biographical legend is steeped in pedigree.  As opposed to other contemporary directors who have educational backgrounds in small universities, art schools, or film trade schools, Nishikawa is a graduate of Waseda University, Japan’s most prestigious private school, with a degree in literature.  This concise biographical information is included in every Japanese language Nishikawa promotional profile and crucial to her biographical legend.  In short order, Nishikawa distinguishes herself from those with a technical background in commercial filmmaking.  Literature, as opposed to film, is de facto coded as high art and the academic study, as opposed to a craftwork training, aligns Nishikawa with other directors who hail from the same literary lineage.  Moreover, while at Waseda, Nishikawa became the protégé of internationally renowned director Kore’eda Hirokazu, also a Waseda alumnus with a background in literature.  She worked on his widely acclaimed film Wandāfuru raifu (After Life, 1998), and Kore’eda later financed her first full-length feature film Hebi ichigo (Wild Berries, 2002), lending an important voucher of credibility and prestige to her debut film.

What this biographical legend creates for Nishikawa is the foundational image of a literary (high art) filmmaker with the connections and support of living legends.  In turn, her films are often praised for attention to narrative craft, in no small part because reviewers come to her films with the knowledge of her background and kone (social and professional connections).  When engaging with a Nishikawa film, the audience is preconditioned for an auteur work that merits serious consideration.  For her part, Nishikawa sustains this aspect of her persona by not only writing her own scripts, but by writing novels and editing essay collections, all of which effectively reinforce her high art auteur identity within literary and filmic traditions of both creative and intellectual authorship.

Nishikawa’s biographical legend, Kapsis’s first factor, is reinforced by the aesthetic and stylistic consistences within her film oeuvre, which is Kapsis’s second factor.  In her films, Nishikawa displays a studied practice of canonical techniques that remind critics strongly, and nostalgically, of what has been deemed Classical Japanese Cinema. 1 In some cases she does this outright through adaptation of canonical literary texts: Nishikawa has both directed and written screenplays of works by authors Dazai Osamu and Natsume Soseki.  Her original works convey a cohesive display of conventional techniques, imagery, and motifs that include direct allusions to prominent directors.  Critics liken her style and cinematography choices—low lighting, long takes, methodical pacing, atmospheric cutaways, jazz and blues soundtracks used ironically or discordantly, and a precise application of absolute silence to articulate psychological interiority—to the salad days of Japanese cinema. As critic Kimura Mariko wrote, “rare for a young director [one of Nishikawa’s traits is the] cinematography of classic Japanese cinema” (Kimura M. 2006, 189).  Nishikawa’s films are celebrated because they resemble and reflect a legacy of art cinema and are set apart from contemporary commercial trends invested in happy endings and saccharine melodramas.

Nishikawa’s films, however, are not evaluated at a distance, but rather often by a jury of her peers (or elders within a socially rigid hierarchy).  Nishikawa herself participates in the critical discourse and reception of film in Japan, Kapsis’ third criteria, thereby shaping her public persona as not only a director of art cinema, but as an authority on film history and film critique.  In addition to public promotion of her own films, Nishikawa is an active member of the analytical and philosophical cinema community.  She participates in published roundtable discussions, writes essays on film and literature, and engages in discussions about the current status of Japanese cinema with other noted directors.  Her presence among cinema critics, standing shoulder to shoulder with noted auteurs, frames Nishikawa as an intellectual director, one who is engaged in shaping currents in her field.

While Nishikawa performs the persona of auteur across a variety of media platforms including interviews and published essays, the marketing media paratexts created about her and her works, Kapsis’s fourth component, similarly reinforces this position.  Before discussing Nishikawa’s paratextual auteur presence, there are a few paratext platforms specific to Japan that require brief introduction.

As in any global or local movie market, Japanese films run through a promotional machine of trailers, posters, magazine spots, and music video crossovers. 2 In Japan, there are three paratext formats uncommon to other movie markets.  One, small advert cards distributed to commercial venues including ticket agencies, box office counters, convenience stores, books stores, music stores, and video rental shops.  They sit in piles next to the register, are highly stylised, and usually include cross-marketing product information (see Figures 1 and 2).  Two, what are called chirashi. Found in thick stacks in movie theatres, rental shops, book stores, department stores, and convenience stores, chirashi are take-home fliers, free and collectible.  They are double-sided with a scaled image of the poster on the front and screening information with partnered advertising on the back.  Chirashi are a standard form of advertising used by many Japanese industries to promote events, goods, and services (see Figure 3).  Three, the panfu, short for panfureto, or pamphlet (see Figure 4), sold at movie theatres as a souvenir, retailing from 700 to 1500 yen.  Panfu vary tremendously in content, size, and shape, but are carefully designed to convey the aesthetic of the marketed film.  Containing a substantial amount of film-related material, panfu arguably do the most semiotic work to established a studio/distribution backed paratextual image of a film.

An advert card for Ogigami Naoko’s film Megane (Glasses, 2007)

Figure 1: An advert card for Ogigami Naoko’s film Megane (Glasses, 2007). The card is folded accordion style such that when flat, the film title and icon (a pair of illustrated glasses) is visible from the bottom-most layer while the topmost image of actress Kobayashi Satomi lies on top. In collapsed form as seen above, the advert is roughly 3.5 x 4.5 inches.

 

Figure 2

Figure 2:  Top: advert card for Ogigami Naoko’s film Megane (Glasses, 2007).  When unfolded and pulled to its full length, the frontside of the advert reveals portraits of the ensemble cast (here rotated to fit image and not to scale with Figure 1). Bottom: the backside of the advert contains film information, stylised illustrations, and cross-merchandise product placement.

 

Figure 3

Figure 3:  Examples of chirashi.  Left: the front and back sides (left and right respectively) of a chirashi advertising a double feature screening of Nishikawa Miwa’s films Hebi Ichigo (2002)and Yureru (2006).  Right: the front and back sides (left and right respectively) of a chirashi advertising the theatrical release and Roadshow run of Yasuda Mana’s film Shiawase no suicchi (Happiness Switch, 2006).  Chirashi are typically uniform at 7×10 inches.

 

Figure 4

Figure 4:  The panfu for Ogigami Naoko’s Kamome Shokudo (Seagull Diner, 2006) resembled a suitcase in a nod to the film’s central theme.  Inside, the booklet contained film stills, bonus photographs, a mockup of the protagonist’s diner’s menu, tourist information about Helsinki (including filming locations), and the standard supplementary publicity fare (e.g. plot synopsis and actor interviews).

 

While many of these specialised paratexts are designed with an element of play, particularly the ones targeting a young (or female) demographic, Nishikawa paratexts are straightforward, with a serious and often scholarly tone that reflects her auteur persona and literary background.  The posters and chirashi for her films depict brooding melodramas, represented by star couplings (redolent of the parallelism at work in her tightly written narratives) in stern postures with dour expressions (see Figure 5).  Nishikawa panfu include high-brow critical essays in addition to the more typical material such as interviews, actor biographies, and plot synopses.  Some panfu even include poetry.  The panfu for her film Hebi Ichigo (2002), although neon green, is simple and designed to resemble a book cover; an incorporation of her literary background.  The panfu for Yureru (2006) resembles a paperback with nothing but the film’s title in white on the cover with contents are uncharacteristic for a panfu: written essays by critics and novelists with few star images and film stills.  Dear Doctor’s panfu is a miniature book with text in a typewriter font.  Collectively, these design elements that conjure up the figure of a literary auteur director are supported by video paratexts of Nishikawa, both interviews and making-of specials that appeared online (e.g. official film websites), on television, and in her DVD extras.  In clips selected for marketing, Nishikawa cuts a strong and impressive figure.  She is eloquent and thoughtful.  She is featured in scenes in which she leads meetings and gives orders in a no-nonsense manner.  She is cast as impressive and not a little awe-inspiring.

 

Figure 5

Figure 5: Chirashi for Nishikawa Miwa’s three most recent full-length feature films. Left to right: Yureru (Sway, 2006), Dear Doctor (2009), and Yume uru futari (Dreams for Sale, 2012).  Nishikawa’s films are clearly billed as serious dramas that play on dichotomous couplings arranged in near graphic matches that are strategically divided by design elements: character Hayakawa Takeru in Yureru (played by heartthrob Odagiri Joe, obviously milked for star power in the advertising) is set against himself; the young, city-slicker intern and the older, countryside doctor in Yureru are matched in profile but contrast in nuanced meaning-laden angles; and the two bedraggled halves of the marriage partnership in Yume uru futari are split by the film title in yellow.

 

Ogigami Naoko

Ogigami Naoko’s director persona, a commercial filmmaker tied to branding and cross-marketing, is the direct antithesis to Nishikawa Miwa’s auteur director persona.  Unlike Nishikawa, Ogigami Naoko has been imaged as a female director who makes films for women. 3  While Nishikawa is the favourite of awards critics, Ogigami Naoko seems to be the favourite of moviegoers, particularly women (Schilling 2012; “News Release” 2012; mussesow 2012).  In terms of consideration for auteur candidacy, these are strikes against Ogigami since, to paraphrase Kapsis, critics have a tendency to dismiss popular entertainment films because as commercial products, their very commercialism is considered “incompatible with artistry and seriousness”.  Moreover, within film criticism and popular discourse there is a bias in criticism against what has elsewhere been decried as the “chick flick” (e.g. Huyssen 1986, Kimura T. 2006).  If Nishikawa is the image of the auteur persona, then Ogigami, a feminized commercial filmmaker, seems to serve as her foil.

Ogigami’s biographical legend is one of technical training and independent filmmaking.  A Chiba University Image Science program graduate, Ogigami also earned a graduate degree in film production at the University of Southern California in the U.S.  She chose to study filmmaking abroad because she felt that the then extant training curriculums at Japanese film production schools were not a good fit for her (Lang 2011).  This move, in some ways a rejection of the domestic industry and film lineage, positions Ogigami outside not only the academic connections central to Nishikawa’s career, but also Japanese cinema traditions.   With a foreign degree and training in cinematography, Ogigami returned to Japan as not a protégé of a legendary filmmaker, but a self-financed independent filmmaker.  Her first domestic short film Hoshino-kun Yumeno-kun (2000) won the Best Music Award, the Audience Award, and the Scholarship Prize at Japan’s PIA Film Festival (PIAFF).  In other words, at a populist festival Ogigami came away with populist prizes.   Since the festival wins, Ogigami has relied on support from small production companies who, in turn, garner funds from a product-oriented market.  As such, Ogigami is more overtly a commercial filmmaker, in terms of production assistance alone, and she often relies on cross-marketing with tourism businesses and cross-merchandising.  Ogigami’s biographical legend, and the historical means to her filmmaking, fashions her as not an auteur stemming from literary or scholarly influences, but as a working commercial director.

Like Nishikawa, Ogigami has developed a consistent filmmaking style throughout her body of work.  With each successive film, Ogigami develops an ever increasing preference for environmental cutaways, the illusion of flat space derived from bright lighting and defined colours, deep focus long shots, carefully centred subjects, attention to negative space, and frame-within-frame composition.  Her cinematography is at once calming and open—peaceful—while at the same time rigidly and meticulously composed to balance space and contrast colour: an assiduously manufactured illusion that cultivates harmony and natural beauty.  Thematically, her films have been labeled as “iyashi-kei eiga”, or “films that provide emotional healing.”  And yet, a consistent style and thematic approach do not lend Ogigami high art gravitas.  Rather, Ogigami’s works are equally often characterised/criticised as superficially atmospheric and environmental, with an emphasis on surface visual composition over narrative depth.  While it’s true that her story lines are perhaps understated and that her films feature characters that transform from a state of ennui or dissatisfaction to personal acceptance and emotional peace through accomplishment or “healing”, her films are nuanced and express psychological depth and complexity, not to mention deft comedic timing, that her detractors overlook.  However, it is the iyashi-kei healing image of an Ogigami film, the perceived aesthetic that is coded as light fare, that is alive in contemporary discourse and, more importantly, maintained by paratexual development of the director persona.

While over the years Ogigami has refined a cinematic style, her films, and thereby her director persona, have also been highly stylised by associated marketers through a variety of crafted paratexts.  Early on in her career, Ogigami’s films were marketed to young audiences.  Pictured below (in Figure 6) are the posters for her first two feature length films after her PIAFF win: Barber Yoshino (2004) and Koi wa go-shichi-go (2005).   The posters clearly sell youth-oriented fare and borrow the aesthetics of the then-dominant genre of seishun eiga, or “youth films”.  The poster for Barber Yoshino riffs on the school uniform, arranging the protagonists who, in the film, all suffer from a uniform haircut, in matching choir vestments.  The font is stylised to resemble a barber’s pole, and cartoony illustration lends the poster that certain kawaii (cute), trendy element.  The posters for Koi wa go-shichi-go sell the youth film aesthetic even more directly.  One is an explicit allusion to an extremely successful seishun eiga funded by the same company, Suwingu Gāruzu (Swing Girls, 2004)  (see Figure 7), and the other captures the seishun eiga school club spirit by incorporating the main characters into the image, each equipped with their personal quirky props, against a bright yellow background.  These posters were designed to sell a specific genre to a specific market, casting the films and the filmmaker as commercial media.

 

Figure 6

Figure 6:  Poster and chirashi images for Ogigami’s films Barber Yoshino (2003) (left) and Koi wa go shichi go (middle and right).

 

Figure 7

Figure 7:  The poster designs for Koi wa go shichi go (left) and Suwingu Gāruzu (Swing Girls, 2004) (right).

 

And yet, it is hard to imagine the films themselves doing well with a youth market.  Working our way backwards, Koi wa go-shichi-go is a parody of the seishun eiga.  Ogigami takes the youth film to its absurd extreme, playing up stereotypes and deconstructing the formulaic inanity of the genre.  Likewise, Barber Yoshino is a comedy, as well as a commentary on vestigial cultural traditions and entrenched national identity—heady themes for a teen market.  Moreover, the protagonist, the barber Yoshino herself, is established actress and comedienne Motai Masako, an actress decades well outside a teen demographic.  So, in fact, Ogigami’s early films themselves were likely not aimed at a youth audience, although depicted as such, but were rather films for and appreciated by adults.  Unlike Nishikawa’s paratexts that promote a unified director persona, there has been a disconnect between Ogigami’s films and their marketing.  From early on, the director persona of Ogigami, difficult to image in mismatched biographical legend, film style, and paratext marketing, is subsumed by the role of film as commercial product.

After Koi wa go-shichi-go, Ogigami collaborated with production company Paradise Café, a young organisation with experience in television production and commercial advertising, to make the crowd-pleasing Kamome shokudo (2006), followed by the equally successful Megane (2007).  To date, Ogigami continues to partner with Paradise Café and the company has crafted an adult-oriented image of the director’s films, an iyashi-kei image.  While Ogigami continued to develop the cinematic flavour established in her earlier films, Paradise Café, her production, distribution, and advertising company, created an Ogigami brand through the creation and maintenance of paratexts with a hardened style.

To begin with, the company devised a clear colour scheme for an Ogigami look: blues and whites (see Figure 8).  Secondly, the stars are an important element of the marketing, particularly in the posters and chirashi. While this is true historically for most Japanese films, an Ogigami film marketed by Paradise Cafe features the cast as a recurring ensemble lined up in roll call configuration.  Thirdly, this star lineup is balanced within the imagery such that the players are dominated by their environment.  This reinforces, to some degree, Ogigami’s filmmaking style to be sure, but the paratexts amplify this motif by including extensive imagery of food as well as recipes within the various marketing materials.  It is not a stretch to suggest that Paradise Café is deliberately appealing to a consumer demographic that has an intimate, day-to-day relationship with food preparation and kitchen spaces.  After all, this company, which actively seeks and supports female directors and targets female audiences (beginning with Ogigami as I will show below), is itself named Paradise Café.

 

Figure 8

Figure 8:  A variety of paratexts selling the Ogigami brand established by her two films Kamome Shokudo and Megane.

 

Unlike Nishikawa, who cuts a commanding figure across marketing paratexts and public performances, Ogigami appears to be a shy director both in person and in media.  In fact, within many of the promotional materials for her films, Ogigami disappears.  Or, considering that her director persona was already lost among conflicting representations early in her career, Ogigami continues to be absent.  While the paratexts establish distinct visual and thematic features of an Ogigami style, they simultaneously remove the figure of Ogigami as a director, as a labourer, as a decision maker, and as an artist.  In other words, the marketing materials sell the film and the filmic world, but not the filmmaker.  Unlike Nishikawa, it is difficult or even impossible to find Ogigami the director in her marketing materials.  Although she makes public appearances to promote her films, she does not seem to contribute to mass-marketed paratexts.  Unlike Nishikawa and other auteur filmmakers, the panfu for Ogigami films are curiously missing essays or production notes from the director.  Rather, her presence, at best, is relegated to a few quotations drafted by an anonymous copywriter.  Likewise in DVD extras, behind-the-scenes footage or bonus videos that focus exclusively on the cast and crew.  On rare occasions Ogigami appears in the background briefly before slipping out of frame.  The result is that the idea of Ogigami becomes not a director persona, but a commercial product and an idea—a style, an aesthetic, a collection of celebrities, a vehicle—rather than the figure of an auteur.

Between 2007 and 2010, Paradise Café and sister unit Suurkiitos produced and distributed two other films: Pūru (Pool, 2009) and Mazā Wōtā (Motherwater, 2010).  These two films look (meaning they appear in marketing paratexts generated by the production companies) like Ogigami films (see Figure 9).  They feature the same blue and white colour scheme, the same line up of protagonists, the same cast (in different character roles), the same high-contrast flood lighting, and the same visual dominance of setting and environment.  In fact, these films are described by spectators as being Ogigami-esque (e.g. Shinohara 2011; pretty_kitten 2010; cubismo 2010; shokora 2011).  In popular talk on fan blogs and press releases, there was even the implication that Pūru was a third act in an Ogigami series, and that Mazā Wōtā was the fourth instalment.  There is often confusion by viewers as to whether or not the films might actually be by Ogigami (e.g. kaidōwoiku 2011; poomaa_chen 2009; pat03 2009; kanon 2010). However, Pūru was directed by TV screenwriter Ohmori Mika, and Mazā Wōtā was directed by Matsumoto Kana, about whom so little is publicised in connection with the film that in the public eye she almost doesn’t exist: an extreme case of what we see happening to Ogigami the person as opposed to Ogigami the name.

 

Figure 9

Figure 9:  A variety of paratexts selling the Ogigami brand of films not actually by Ogigami: Pūru and Mazā Wōtā.

 

Although Ogigami Naoko the director was not involved in the making of either film, the association to Ogigami Naoko the name and product was created through an arsenal of marketing paratexts that enforced a serialised visual repetition and fixed similarity.  It didn’t matter that Pūru and Mazā Wōtā weren’t Ogigami films because they promised to bring the same sense of aesthetic, atmosphere, and iyashi healing delivered by an Ogigami film.  Moreover, the repetitive aesthetic of the advertising bred a consumer acquaintance with the acting troupe.  By the time Mazā Wōtā came out in theatres, Ogigami fans and promoters were beginning to think of the films as a bona fide series (emi 2011; kumanezumi 2010; chloe 2010; maikazuki290 2011; “Kamome shokudō shirīzu saishinsaku: Tokyo oashisu yokokuhen kaikin! Tokyo wo butai ni yuttari to hirogaru kūkikan! 2012; “Kamome shokudō, Megane, Pūru, Mozāuōtā no sugi wa Tokyo oashisu” 2011; Saito 2010).

 

Imaging Female Directors

Many of the films promoted by Paradise Café—Pūru and Mazā Wōtā followed by Tokyo Oasis (dir. Matsumoto, 2011), Shiawase no pan (Happiness Bread, dir. Mishima, 2012) and Ogigami’s latest film Rentaneko (2012) are, like Kamome Shokudo and Megane, directed by women.  In an industry still dominated heavily by men, this does not seem to be a coincidence.

Paradise Café is invested in two overlapping marketing strategies with the same focused goal.  On the one hand, they are implementing the now quite popular and effective Japanese marketing system known as “lifestyle creation”.  On the other, they are creating and fostering female filmmakers in a direct attempt to target a very specific demographic: women between the ages of 20 and 34, known as the “F1-sou”.

Gabriella Lukács identifies lifestyle creation marketing as the next level of product placement in media in Japan (2010).  Rather than individual products implemented into television and film narratives (that would be branded entertainment), the mise-en-scène itself as a manifestation of trends is the marketing campaign.  In other words, the lifestyles of the characters are the important feature of the media, and these lifestyles function as forms of product placement. In the case of the Paradise Café brand of Ogigami-esque films, lifestyle creation takes the shape of iyashi healing in which known stars who feel like friends live in almost tenable atmospheres and domestic settings that spectators are encouraged to recreate in their own lives by recreating the lifestyle consumption habits of the characters on-screen.  Iyashi healing happens through cathartic viewing pleasure, but films teach the spectators how to achieve personal prolonged iyashi outside the theatre through commercial consumption.

Paradise Café and Suurkiitos deploy lifestyle marketing not just in the films they produce, but also through their paratexts, particularly the panfu, which read increasingly like lifestyle catalogues.  The star interviews and informational essays emphasise the emotional journey of the filmmaking process and how the players and staff themselves incorporated the emotion of the film into their daily lives.  Selected film stills overwhelmingly feature imagery of the domestic spaces.  What is in many other cases a piece of movie memorabilia, the Ogigami brand of panfu crafted by Paradise Café is also a kind of instructional manual for lifestyle creation, and it is an instruction manual aimed at adult women.

According to Lukács, the shift to lifestyle marketing in television was “a response to women’s growing role as consumers” (Lukács 2010, 37).  This is undoubtably also the goal of Paradise Café and the motive behind its attention to female film directors.  Since 2000, women between the ages of 20 and 34 have out-purchased any other demographic at the box office (Nakamura 2007).  Distributors and producers have been actively targeting this demographic as a result, and one method of doing so has been to produce works by female talent: in other words, films for women by women.  Paradise Café’s investments in women directors is a strategy to attract women consumers, which means that first and foremost their films are commercial, as opposed to auteur works of art.  The stories and characters for each film across directors are quite distinct, and yet the repetitive casting and art direction forges a union between works.  This consistency is conveyed to consumers through marketing paratexts that draw on carefully crafted female authorship (while simultaneously erasing that authorship in the creation of a line product), with an emphasis on women’s special interests.

Nishikawa and Ogigami represent two opposing poles of cinema marketing—auteurism pitted again commercialism.  Moreover, this is a gendered polarisation.  In biographical legend, a consistent body of work, investment in film criticism, and the manipulation of marketing paratexts, Nishikawa has moulded a director persona, or text, that is decidedly auteur.  The Japanese film auteur predating Nishikawa is decidedly male.  Before Nishikawa’s current generation, there exists no precedent of independent Japanese women working contemporaneously, successfully distributing as commercial filmmakers with significant bodies of work. 4  The first Japanese female filmmaker was Sakane Tazuko, who made her first and only commercial film in 1936.  The second female filmmaker was celebrated actress Tanaka Kinuyo, who made six films, the first in 1953.  Since Tanaka, there have been only a handful of women scattered across the decades who have released commercial films.  However, it is only in the contemporary moment that many women at once are making and distributing successive films.  Like Paradise Cafe directors Ogigami Naoko, Ohmori Mika, Matsumoto Kana, and Mishima Yukiko, these women, collectively, are labeled by industry marketers as female film directors.  But not Nishikawa Miwa.

Nishikawa escapes the gendered label of female director through careful maintenance of her director persona as auteur in a long line of male, or normative, auteur directors.  Nishikawa has said on many occasions that she wants to be considered a director and not a female director.  This is a strategic alignment to be sure: legitimacy involves—and in the view of many of the participants, necessitates—disavowing a gendered subject position.  Nishikawa, however, does more than just lip service in interviews.  She sidesteps issues of gender identification by similarly sidestepping overt issues of gender in her films.  While Nishikawa takes a favourably neutral position by embracing conventional imagery, representations, and style, she also forefronts heteronormative male characters and male-oriented narratives, a dominance that is clear even in the Nishikawa film paratexts.  With regards to this attention to male characters and male narratives, Nishikawa claims, “I didn’t particularly feel like I was making a story about men. I think all of us have masculine and feminine elements within us. I live my life as a woman but it was like I was exploding those aspects of me that are male onto the screen” (Wilentz 2007). 5  In so saying, Nishikawa takes the disavowal of being a woman director one step further: she seems to have taken on the performative position of a male director.  This position is a privileged position made possible by and central to her established director persona.

Unlike Nishikawa, Ogigami privileges female actors and female-oriented narratives.  Whereas Nishikawa draws audiences with the combination of a young male star and a veteran male favourite, Ogigami reuses an ensemble cast of older actresses who portray female characters that find happy endings outside the staid confines of romantic ever-afters or maternal responsibilities.  In fact, none of Ogigami’s characters are married, are rarely in romantic relationships, don’t live with their parents, and don’t have children.  Instead, the women in Ogigami films form friendships with each other as they pursue their own interests.  In so doing, however, Ogigami creates something of a filmic “woman’s world” by literally creating a cinematic world in which mostly just women exist.  Problematic as they are, the Paradise Cafe paratexts reinforce the emotional woman’s world of Ogigami’s films.  While certainly not a perfect reinvention of cinematic gender roles—contingent as it is on utopian circumstances—Ogigami’s works are an important step in breaking down a legacy of rigid and tired on-screen stereotypes, particularly due to the inclusion of older actresses and new roles.  And yet, Ogigami’s films are criticised as light fare that values surface over content.

Comparison of the Nishikawa and Ogigami director personas reveals the problematic dichotomies women directors must navigate in contemporary film marketing and the maintenance of director status.  Both filmmakers adamantly insist that they do not set out to make films as women or as female directors, and yet it is clear that both filmmakers are involved in paratextual strategies that have a underlying connections to gender.  Nishikawa’s disavowal of a female subject position and embrace of a dominant male legacy is key to her director persona.  The overtly feminized, commercial marketing of Ogigami’s films is the key to her absence.

 

Colleen Laird is Lecturer of Japanese Studies at the University of North Carolina Greensboro, PhD candidate at the University of Oregon (East Asian Languages and Literatures), and Monbusho alumnus. Her dissertation, entitled ‘Sea Change: Japan’s New Wave of Female Filmmakers,’ concerns female directors, female audiences, and gendered exhibition spaces in Japan. She is the author of ‘Japanese Cinema and the Classroom’ (Jump Cut 2010), ‘Star Gazing: Sight Lines and Studio Brands in Postwar Japanese Film Posters’ (Journal of Japanese and Korean Cinema), as well as several pieces in The Directory of World Cinema: Japan, 2nd Edition (ed. John Berra, Intellect).

 

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maikazuki290. 2011 “Kantoku Wo Ogigami Naoko Ni Modoshitekure.” user review. Yahoo! Japan. Accessed: August 02 2012.

mussesow. 2012. “Kokoro No Anaboko Ni Wa, Neko Inerugī Wo Dȏzo.” user review. Yahoo Japan. Accessed: August 1 2012.

pat03. 2009. “Ohmori Mika kantoku Pūru nitsuite.” oshiete goo. Accessed: August 02 2012.

poomaa_chen. 2009. “Kantoku ga chigau.” yahoo question and answer webpage. Yahoo Japan. Accessed: August 02 2012.

pretty_kitten. 2010. “Pūru.”  2010.  Excite Blog. Accessed: August 02 2012.

Russell, Catherine. 2011. “Classical Japanese Cinema Revisited.”  Continuum.

Saito, Yoko. 2010. “Koizumi Kyȏko Kamome Shokudȏ No Shirīzu Ni Herushinki Kara Itayouna Kao De Sansen.” Cinemacafe.net. Accessed: August 02 2012.

Schilling, Mark. 2012. “Rentaneko: Warm Humor within a Whisker of Loneliness.” Tokyo, Japan Times. Accessed: August 01 2012.

Shinohara, Konta. 2011. “Hōga Pūru.” user blog. Rakuten Blog. Accessed: August 02 2012.

shokora. 2011 “Customer Review of Motherwater.” Amazon Japan. Accessed: August 02 2012.

Wilentz, David. 2007. “Dream So Real: And Interview with Miwa Nishikawa.”  2007.  The Brooklyn Rail. Accessed: August 1 2012.

 

Filmography

Barber Yoshino. Dir. Naoko Ogigami. EuroSpace, 2003. Film.

Dear Doctor. 2009. Dir. Miwa Nishikawa. Asmik Ace Entertainment.

Hebi ichigo (Wild Berries). 2002. Dir. Miwa Nishikawa. Xanadu.

Hoshino-kun Yumeno-kun. 2000. Dir. Ogigami Naoko.  Happinet Pictures.

Kamome shokudo (Seagull Diner). 2006. Dir. Naoko Ogigami. Media Suits.

Koi wa go-shichi-go (Love is 5-7-5). 2005. Dir. Naoko Ogigami. Cine Quanon.

Mazā Wōtā. 2010. Dir. Kana Matsumoto. Suurkiitos.

Megane (Glasses). 2007 Dir. Naoko Ogigami. Nikkatsu.

Pūru. 2009. Dir. Mika Ohmori. Suurkiitos.

Rentaneko. 2012.  Dir. Naoko Ogigami. Paradise Cafe.

Shiawase no pan. 2012. Dir. Yukiko Mishima. Asmik Ace Entertainment.

Shiawase no suicchi (Happiness Switch). 2006. Dir. Yasuda Mana. Tohokushinsha Films.

Tokyo Oasis. 2011. Dir. Kana Matsumoto. Suurkiitos.

Toiretto (Toilet). 2010. Dir. Naoko Ogigami. Showgate.

Wandāfuru raifu (After Life). 1998. Dir. Hirokazu Kore’eda. Artistic License.

Yumeuru futari (Dreams for Sale). 2012. Dir. Nishikawa Miwa. Asmik Ace Entertainment.

Yureru (Sway). 2006. Dir. Miwa Nishikawa. Bandai Visual Company.

 

Frames # 3 Promotional Materials 05-07-2013. This article © Colleen Laird. This article has been blind peer-reviewed.

Notes:

  1. See Catherine Russell’s Classical Japanese Cinema Revisited (2011) for a recent account of aesthetics and styles of Japanese cinema from the 1930s to the 1960s.
  2. See Jonathon Gray’s Show Sold Seperately: Promos, Spoilers, and Other Media Paratexts for a detailed account of the variety of materials that function as media paratexts.
  3. It should be noted that while Ogigami’s films are marketed as films for women, they are enjoyed by men and women alike.
  4. Here I make a distinction between mass-market commercial filmmaking and other modes of filmmaking including the various forms of Japanese documentary, independent diary films, experimental films, and pink cinema.  For this reason, celebrated director Kawase Naomi does not strictly qualify as a commercial filmmaker.  Nishikawa Miwa, on the other hand, though a recognized film auteur, writes and directs films for a commercial market.
  5. “Exploding” seems like an odd verb choice.  It seems likely that this is a typo and that Nishikawa meant or said “exploring.”

Keeping It All in the (Nuclear) Family: Big Brother, Auntie BBC, Uncle Sam and George Orwell’s Nineteen Eighty-Four

Nineteen Eighty-Four (BBC Television, 1954) originally created shockwaves and has since achieved legendary status. Its proximity to a cinematic version – 1984 (Dir. Michael Anderson, Holiday Film Productions Ltd, 1956) – offers the unusual opportunity to compare almost contemporaneous adaptations in different media.  Consideration of technical, cultural, and ideological determinants reveals much about their context, both generally and specific to their production histories, including their place in the unfolding chronicle of responses to George Orwell’s work.

Deadly serious drama

Twice broadcast live, Nineteen Eighty-Four demonstrates the aesthetic assumptions and technical constraints of its time. These included multi-camera studio practices that shaped play production for another decade until replaced by single-camera location shooting. Nevertheless, director Rudolph Cartier (credited “producer”) and screenwriter Nigel Kneale challenged television’s limitations. For example, filmed inserts provided exterior establishing shots, bridged scenes, facilitated special effects, covered costume changes, and accelerated pacing (Jacobs 2000, 109, 135-6).

The play featured on BBC Sunday Night Theatre on 12 December 1954. Accolades and notoriety prompted 35mm telerecording of the Thursday live “repeat”, which is the earliest television drama in Britain’s National Film and TV Archive. “Horrific” and “subversive”, Nineteen Eighty-Four attracted numerous complaints. The Daily Express even linked it to a viewer’s demise during the broadcast. The BBC assigned Cartier a bodyguard following death threats to prevent a repeat (Cooke 2003, 27; Duguid no date). Parliamentary motions and amendments accused the BBC of pandering to “sexual and sadistic tastes”, yet praised  its “plays and programmes capable of appreciation by adult minds”, and celebrated the “freedom of the individual … to switch off” and “soon [to] switch over … to more appropriate programmes.”

The latter reference to “more appropriate programmes” refers to the forthcoming Independent Television (ITV), an advertising-financed commercial service that would break the BBC’s monopoly over both funding and representation. The Corporation was, and continues to be, paid for by a compulsory fee levied upon viewers. This intermittently exposes it – despite official independence – to charges of being a mouthpiece for Government propaganda, particularly as Parliament sets the licence fee and therefore can apply pressure if programmes step too far out of line.

ITV was intended to be distinctly different. It would fulfil ambitions for more advertising: an industry constrained, despite economic boom, by newsprint restrictions caused by use of timber for post-war building reconstruction rather than to make paper. Also, not unconnected, ITV would appeal to less refined tastes than the BBC’s somewhat patrician programming generally allowed. In this case, popularisation fed fears about cultural debasement. These extended back at least as far as Victorian anxieties about working-class youths reading lurid novels, through concerns expressed by the grammar school educated gamekeeper, Mellors, in D. H. Lawrence’s Lady Chatterley’s Lover (1929) about cinemas and jazz causing moral decadence, to “prolefeed” in Orwell’s satirical Nineteen Eighty-Four (1949): sentimental songs and machine-generated pornography to keep the masses subdued.

The BBC had been established for Public Service Broadcasting (PSB) in the 1920s on the grounds that spectrum scarcity meant the airwaves were a resource to be held in trust on behalf of the people – as opposed to exploitation for commercial profit, as in the United States. The Corporation’s first Director-General, John (later Lord) Reith established guidelines about taste and impartiality. His vision embraced a broadly educational function which – against a global background of revolution and proletarian unrest, including in Britain the General Strike and Irish independence – would assert nationhood through common culture. This was predicated partly on arts and entertainment that audience members might not necessarily have chosen themselves, but were deemed socially healthy. Life-affirming experiences might be encountered between more accessible offerings in a mixed schedule rather than one intended to maximise ratings.

The BBC addressed a nation of households comprised of families united by common viewing events, many organised around annual rituals such as sporting and cultural occasions and the monarch’s Christmas broadcast. During the early days of radio, broadcasting was suspended for an hour to allow listeners to dress for dinner: an indication of the Corporation’s pervasive class assumptions, which insisted on radio announcers, like performers, wearing evening dress until 1939 (BBC no date). Following television’s post-war resumption (1946), a “toddlers’ truce” similarly suspended broadcasting to get children to bed. This lasted eleven years until challenged by ITV, which was then also required to comply. The legacy of such traditions, conflated with the term “nanny state”, a pejorative right-wing concept itself conflating perceived authoritarianism with the British post-war Welfare system, led BBC presenter and comedian Kenny Everett in the 1960s to personify his employer as “Auntie Beeb”, a name that stuck.

The Nineteen Eighty-Four broadcasts, then, coincided with uncertainty and change in broadcasting and politics alike. The Parliamentary speeches thanked the BBC for warning Britons about “logical and soul-destroying consequences of their freedom” and that “inhuman practices depicted in the play … are already in common use under totalitarian régimes.” Prince Philip revealed that the Queen and he had enjoyed the play. The Corporation’s Head of Drama defended it on the current affairs programme Panorama and introduced the repeat personally after BBC Governors narrowly endorsed it. The real issue, arguably, was the idealised conception of the Nation as Family (Jacobs 2000, 133). The teleplay’s perceived threats to the sanctity of the home (and Sundays) tangled with appreciation for rigorous drama’s ability to address challenging issues. Unofficial sources claim seven million watched the repeat: the most since the Coronation (Duguid no date).

Nineteen Eighty-Four as adaptation

Controversy and sensationalism suggest Orwell’s Nineteen Eighty-Four was not yet an established classic. While it has sold millions of copies globally and become set reading for generations of students, it was then little-known; The Times considered its “impact”, pre-transmission, “only marginal” (16 December 1954; quoted in Jacobs 2000, 154), although Crick reports 49,917 British and 170,000 US sales by 1950, plus 190,000 through the Book of the Month Club (1982, 563). While recognition of Orwell’s dystopia was aided by interests pursuing a Cold War agenda, Nineteen Eighty-Four’s epoch-defining status as a television event rapidly introduced the public to the concept of totalitarianism, enhanced awareness of propaganda and brainwashing practices, and popularised now-familiar terms including “Big Brother”, “Room 101”, “Newspeak”, and “Thought Police”.

The novel tells of government official Winston Smith, who rewrites archived articles from The Times to accord with current circumstances, destroying previous versions so that the State’s predictions and policies prove infallible. Like all Outer Party members, he undergoes constant surveillance from two-way telescreens. Apart from ensuring conformity, these measures unite the Party behind Big Brother, a silent, ever-watchful personification of the State, which is engaged in perpetual warfare against other superpowers, continually shifting its allegiance. Winston secretly hates Big Brother, suspecting that his superior, O’Brien, shares this “thoughtcrime”, a capital offence. Winston and fellow Party member, Julia, initiate an illicit sexual relationship and are recruited by O’Brien into what they believe is an underground resistance movement – only to learn that this is a trap. After the lovers’ arrest, anticipated by both as inevitable although they swear they will never betray each other, O’Brien tortures and interrogates Winston over many weeks. Winston’s reprogramming concludes when he encounters his deepest phobia in Room 101 and screams for the atrocity to be committed on Julia instead. Broken and exhausted, he is released into low-level community work while awaiting assassination. Winston and Julia meet and confess their mutual betrayal – apparently all they now have in common. Telescreens report yet another victory, electrifying crowds in the surrounding streets while Winston overflows with adoration of Big Brother.

The BBC version conveys the novel’s squalid mood, pessimism, and inexorable narrative logic. It retains key characters and events while omitting, eliding, or amalgamating peripheral elements to reduce complexity and scale to a two-hour, emphatically verbal performance from one studio – albeit with 22 sets, 28 actors, and closed-circuit video feeding to a large orchestra providing live accompaniment.

Within realist conventions that enhance credibility and persuasiveness, the adaptation cannot replicate the book’s internal focalisation. Winston’s thoughts and perceptions include childhood and recent memories, free association, and fantasies – “Nothing was your own except the few cubic centimetres inside your skull” (1983, 24).  Nevertheless the dramatisation retains the paranoia, suspense, fascination with O’Brien (André Morell), and identification with the underdog that makes Winston’s (Peter Cushing) defeat, and the annihilation of his humanity, all the more devastating. Recorded voice-overs reveal Winston’s true thoughts, reinforcing alignment with him while he performs impassivity, remaining watchful in the presence of telescreens, or chants with the crowd during Hate Sessions: centrally orchestrated, ritualised, compulsory demonstrations in the workplace. The indoctrination sequence privileges Winston’s perception of O’Brien, punctuated with fade-outs indicating unconsciousness, time passing, and systematic repetition of torture. One of the longest of these is followed by a long speech that keeps Winston off screen, permitting make-up and costume changes before the mirror scene in which neither Winston nor the viewer is prepared for his degradation.

Fig. 1: Winston’s degradation: the mirror scene in Nineteen Eighty-Four.

No free-standing production could realistically hope to address the subtle political arguments contained in the rebel leader Goldstein’s book, given to Winston by O’Brien, debated during Winston’s re-education, and explained in the Appendix, “The Principles of Newspeak”; nevertheless, the play deftly incorporates its rudiments into the dialogue to orient the majority of viewers encountering the story for the first time.

The play thus exploits its limitations (although some changes, such as Winston’s number from 6079 to 6090, seem inexplicable). On a modern large screen, the bare production values, budget-determined (despite this being the most costly television drama then made), do not detract dramatically. In fact, dark expressionistic shadows serve both to minimise set construction and evoke the values of cinematic film noir (to be discussed further in relation to 1984).

Fig. 2: Nineteen Eighty-Four as film noir.

Furthermore, occasionally, infelicities were probably imperceptible to original audiences: they include microphone shadows, glitches in the electronic image (whether in production, transmission or reception), and mismatches in picture and sound quality between studio scenes and the fourteen film inserts. Viewers were accustomed to such anomalies in their brief experience of television, watched on 9-inch, 405-line sets. Such aberrations conceivably enhanced realism, positioning Orwell’s fantasy with television’s immediacy before video recording.

Multi-camera shooting created theatrical, two-dimensional scenes, albeit from different positions and with intimate close-ups, which was different from mainstream cinema’s simultaneous construction and dissection of three-dimensional space. Inserts also broaden the production.  They show Winston in the streets; writing his secret diary (a point-of-view difficult to achieve live), and with Julia (Yvonne Mitchell) near their woodland tryst; and contextualising information including past nuclear wars and communal Hate Week preparations. They also buy time for costume and set changes and make-up adjustments and reduce set construction costs. At the start, Winston passes co-workers in cubicles, before sitting at his identical desk; the sequence ingeniously conveys the Ministry’s uniformity and size by preceding Cushing’s live performance with clips showing individual actors occupying one modest set (Jacobs 2000).

Fig. 3: Economic production design in Nineteen Eighty-Four: cutaways allow one set to serve as three identical cubicles.

A commonplace observation holds that audio-visual science fiction resembles its year of production, not the future when it is set. This version came out only five years after Orwell’s book. Sharing cultural assumptions and concerns, its pervasive mood represents an era embracing both texts. For contemporary students of Orwell, the play offers fascinating re-historicism. The government had changed in 1951. Winston Churchill, returning as Conservative prime minister, replaced the nationalising Labour Party, founders of the Welfare State. Orwell satirises their bureaucratic controls, propagandising, and target-setting as “English socialism”, precursor to the novel’s Ingsoc – although he was concerned with international tendencies, not, he insisted, attacking the Labour party (Bowker 2004, 401). Churchill’s association with victory and famous two-fingered salute resonate in Orwell’s ironic use of Victory as ubiquitous branding for second-rate Party products – something the dramatisation downplays.

On-screen rationing and shortages corresponded to post-war austerity. Bombsites scarred British cities. Anti-communism was rife, stoked by Churchill, who coined the phrase “Iron Curtain” in 1946 to emphasise the Soviet Union’s otherness (although he had joined with Stalin to defeat Hitler). Opportunistic alliances and altering loyalties, together with personification of nation-states by media-promoted charismatic leaders (epitomised by Big Brother), prefigure interchangeability of enemies and friendly powers in continuing world wars that Orwell’s Oceania wages. They involve doublethink, highlighted in aphorisms like “War is Peace”. The Two Minute Hate Sessions are efficient, mediated, localised, and routinised versions of Nazi rallies, familiar from newsreels; Goldstein’s name and other Jewish allusions reinforce this. Purges, secret police, show trials, and bullets in the neck, recalling Stalin’s pogroms (with Goldstein representing Trotsky), played to continuing Cold War fears. Slogans and mistrust of acquaintances chimed with the wartime campaign: “Careless Talk Costs Lives”. Mass Observation, ostensibly beneficial, preceded Nineteen Eighty-Four’s menacing surveillance. Nuclear weaponry (the play begins with atomic explosions) was an ever-present threat.

Grounding in social realism equally made Nineteen Eighty-Four’s elements of science fiction pertinent and convincing. This tendency in British film and television involves essentially sympathetic, although not uncritical, representation of ordinary (typically working-class) lives in contemporary industrial society. The broadcast sits alongside a 1950s cycle of characteristically sensational “social problem” films that were to feed into and complement the more politically motivated British New Wave and thereby inaugurate a defining trait of British television and cinema (Hill 1986). (Its producer and writer had made the first adult science-fiction television, The Quatermass Experiment (BBC Television, 1953), which set the agenda for reception of Nineteen Eighty-Four as horrific; Kneale was later to adapt Look Back in Anger (Tony Richardson, 1959), a key British New Wave film.) Characteristic of Orwell’s writing, social realism literally becomes “kitchen sink drama”, with Winston in both novel and play clearing Mrs Parsons’ drainpipe. The term, often opprobrious to avoid engagement with politically troubling content, derived from David Sylvester’s 1954 article about contemporary English art, which referred to a canvas featuring a sink.

Elements of Winston’s grubby existence inform image structures and mythic patterns in Orwell’s prose that would, however, be hard to adapt. Orwell worked with T. S. Eliot on BBC programmes during wartime and they corresponded about his novel, Animal Farm (1945). Although the play introduces Winston after a shot of the dried-up Thames, Orwell’s allusions to Eliot’s poetry, particularly “The Waste Land” (1922), are less discernible when tangibly literalised. Orwell’s imagery and motifs include bleak hopelessness; dust; squalor; scuttling rats; hollow-eyed chess players; London’s indistinguishable masses; snatches of popular song; disjointed proletarian barroom conversations; time (a clock, ominously, strikes thirteen in April: Eliot’s “cruellest month”); partly remembered nursery rhymes and names of churches; elusive sense of lost history and culture; desire for redeeming mythology and return to a golden time; mistrust of mass media; and epigrammatic figures (Eliot’s “I will show you fear in a handful of dust” matched by Orwell’s future as “a boot stamping on a human face – for ever” (1983, 250)).

Fig. 4: “The Waste Land”: London after nuclear attack in Nineteen Eighty-Four.

Some remain evident, however, separated from Winston’s memories and anxieties, and subsumed to narrative and art direction, they become naturalised, dissipating symbolic force accumulated throughout the novel.

Genre and self-reflexivity

Garrett Stewart observes that the typical mise-en-scène of science fiction films “is replete with viewing screens that function not only as tools in the narrative but as icons of continuity with the present-day science of communication or surveillance” (1998, 196). While this enhances cinematic spectacle, especially when asserting special effects against earlier achievements, Nineteen Eighty-Four’s self-reflexivity looks forward rather than back. The broadcast occurred during television’s rapid take-up amid passionate contestation in Britain over its future. Orwell’s Ministry of Truth – supplying “every conceivable kind of information, instruction or entertainment” and “concerned … with news, entertainment, education and the fine arts” (1983, 39, 4) – recalls Reith’s PSB mission to entertain, educate and inform. (Orwell named Room 101 after a BBC boardroom where he endured tedious meetings; by circular serendipity, the play’s greasy cafeteria, setting for important encounters, in the novel accurately described the BBC canteen (Bowker 2004, 285-6), while officials leaving the Ministry were filmed at the studio exit.) Given Reith’s vision of Nation as Family, there is irony in Oceania’s media-constructed “Saviour” being a Big Brother rather than a patriarch more immediately identifiable with a prime minister, president, king, or dictator (Orwell 1983, 15): presumably Orwell’s inspiration was mass-media figures “Uncle Joe” Stalin and Uncle Sam. “BIG BROTHER IS WATCHING YOU” in Newspeak is “B-B SEE”.

Despite huge sales of receivers for the Coronation, the screen remained an alien presence to the British public. Fears about direct effects, such as radiation sickness or becoming cross-eyed through excessive watching, paralleled anxieties about behavioural influences, including Americanisation; yet qualms about cultural and psychological invasion incorporated American examples and arguments. Orwell’s novel anticipates such worries, combining media manipulation with state surveillance and presenting mass collusion in preserving a sense of order, as well as rooting out the “enemy within”: ideas with continued currency. In situating media satire within television drama, such concerns acquire an additional meta-textual relevance. As Jacobs emphasises, Nineteen Eighty-Four frames telescreens, similar to 1950s televisions, to fill the broadcast screen: Big Brother stares equally into viewers’ and Party members’ dwellings (2000, 138).


Fig. 5: “B-B SEE”: Big Brother embodied in, and as embodiment of, the screen medium in Nineteen Eighty-Four surveys the play’s viewers alongside Oceania’s inhabitants.

Plans for ITV were nearing completion, amid concerns that advertising constitutes brainwashing (the expression originated in print in 1950, in a Korean War context). Conversely, fears about the BBC peddling government messages had not been allayed by its role during the General Strike (1926) and World War II, or by the continuing legacy of Reith’s attitude generally. ITV promised consumer heaven amid rationing yet posed dangers of commercialism and cultural degradation. These debates echoed within the BBC and presumably among some of the novel’s existing readers. Orwell’s denigration of “prolefeed” and the telescreens’ endless good news about production anticipate such concerns, using science fiction to exaggerate television’s potential to penetrate homes and influence minds.

Modern classic

The play’s legacy has been prolific. BBC2 broadcast a new production (1965), updating Kneale’s script. (No recording exists.) The original has been aired since, including on BBC2 to represent 1954 in a festival marking the Queen’s Silver Jubilee (1977); Orwell’s quintessential anti-Establishment vision had become thoroughly assimilated ideologically. For all the controversy accompanying initial broadcast, Nineteen Eighty-Four is highly respected, admired for its innovation and daring, with relevance that withstands the passage of time.

Uncertain ending, uncertain origin

Orwell’s novel, Cartier’s adaptation, and Michael Radford’s 1984 film conclude with Winston and Julia’s mutual betrayal and capitulation to Big Brother. Outcast, alone, each awaits execution. Anderson’s film, some maintain, distorts Orwell’s vision. The “pessimistic conclusion”, Bowker insists, was “replaced by the optimistic message that the individual is uncrushable, and Winston dies with the cry of ‘Down with Big Brother!’ on his lips” (2003, 423).

This is not so in the UK DVD release, which proclaims itself on the cover as “The Original” (Orbital Media/ Blackhorse Entertainment, 2006). However, the Internet Movie Database (IMDb) notes “reportedly” different endings for the UK and the US. The only evidence is TV Guide, whose website states: “The American version has [Winston] betraying [Julia] and so successfully brainwashed that he shouts for the love of Big Brother rather than “down with Big Brother,” the words he screams as his last epithet in England.” Lucas claims “the US film version” has the “happy ending … with Winston and Julia overcoming their conditioning and defying the “State/Party” as they are gunned down” (2003, 104).

Such alteration, even in this self-declared “freely adapted” rendering (opening credits), would be momentous. Bowker and TV Guide possibly report third-party mishearing, from a scratchy print and Winston’s (Edmund O’Brien) initially silent mouthing, of “Long live…” as “Down with Big Brother!” Investigation reveals no first-hand account of the heroic climax or of alternative versions. It does expose enmeshment in Cold War paranoia at official and secret quasi-governmental levels, and cultural concerns which suggest how this apocryphal account gained purchase.

The British Film Instituteand the IMDb deem 1984 British. Most crew and cast were British – including Anderson and Michael Redgrave, collaborators on the patriotic World War 2 classic, The Dambusters (1955). The source was British, filming occurred in England, and the London Symphony Orchestra recorded the score. Yet $100,000 funding came from the US Information Agency (Saunders 1999, 295).

Many 1950s British films involved American investment, following Hollywood studios’ breakup and increasing independent production. Creative talent gained greater freedom by shouldering some monetary risk. Major companies reduced overheads, ensured a film supply for their chains and, as attendances declined, backed “original and unusual subjects of international importance” for US and overseas distribution (Michael Balcon, quoted in Hill 1986, 40). Also common, to maximise US box office, were American leading actors – Winston and Julia (Jan Sterling) here. Sometimes, however, business obscured other involvement. The US Information Agency wanted 1984 to be “the most devastating anti-Communist film of all time” (quoted in Saunders 1999, 295 n55).

Behind the scenes

It is no secret that the US Central Intelligence Agency (CIA) acquired rights to Animal Farm. Their website links to a review of Saunders’ book, acknowledging (without comment) her claim that it funded filming of Animal Farm (1954) and 1984 (Troy 2007). The “independent” American Committee for Cultural Freedom (ACCF), a CIA front, influenced 1984’s screenplay and ensured distribution, appreciative editorials, and attendance by discounting tickets (Lucas 2003, 116; Saunders 1999, 296, 298). It belonged to a network of bodies with, as will be seen, euphemistic, vague titles and abbreviations as obfuscating as any assault on language in Orwell’s satire.

This era saw the “Second Red Scare”. The Soviet Union exploded an atomic bomb weeks after publication of Nineteen Eighty-Four, set in the aftermath of global nuclear conflict. Mao Zedong gained control of China the same year, despite American-backed opposition. The Korean War started in June 1950. Simultaneously, “more than a hundred European and American writers and intellectuals met in Berlin and established the Congress for Cultural Freedom [of which the ACCF was an offshoot] to resist the Kremlin’s sustained assault on liberal democratic values”; they comprised, according to a member of the connected Australian Association for Cultural Freedom, artists and thinkers “who shared many common attitudes, particularly their opposition to totalitarianism”, but had “no agreed position” (Coleman 1989, xi, 52). In the same year Senator Joseph McCarthy claimed 205 communists were shaping State Department policy. The House Un-American Activities Committee investigated over a hundred alleged infiltrations. Top officials and scientists were convicted of espionage or related crimes; Julius and Ethel Rosenburg were executed in 1953 for stealing atomic secrets.

As Lucas notes, vagueness in Orwell’s philosophy means “he can be stretched across a wide spectrum of political opinion” (2003, 135). Unsurprisingly, various interests exploited Nineteen Eighty-Four’s ambiguity strategically (the author having died shortly after publication). Although the novel condemns all totalitarianism, commentators including V. S. Pritchett and Lionel Trilling highlighted anti-communism, downplaying and marginalising Orwell’s socialism (Lucas 2003, 118). His publisher Fredric Warburg, one of “the English associates of the Congress” (Coleman 1989, 61), steered screen rights towards interests able to maximise propaganda value (Bowker 2004, 422).

A clandestine operative for the CIA, Carleton Alsop, a long-time Paramount and MGM producer and agent, reported Hollywood Communists and sympathisers while operating a covert pressure group to influence movies’ content (Saunders 1999, 290-3). He served in the Office of Policy Coordination (OPC), a “dirty tricks department” associated with the State Department, which cultivated overseas support for foreign policy without being traceable to Washington (40). He and Finis Farr, both members of the OPC’s Psychological Warfare Workshop, visited Britain after Orwell’s death to secure Animal Farm, which became Batchelor and Halas’s animation financed and distributed worldwide by the CIA (294).

Knowingly or not, Orwell had assisted by introducing Arthur Koestler to the International Relief and Rescue Committee (IRRC), a trade union entwined with US officials and CIA funded; Koestler met anti- and ex-communist intellectuals during an IRRC American lecture tour and co-founded the CIA-financed CCF in 1949, having in wartime given US intelligence his proposals for psychological warfare (Lucas 2003, 91-2; Cesarani 1998, 305-10). The CCF bankrolled a startling array of international art and culture, including a thirty-day Festival of Paris in 1952 and hundreds of seminars worldwide until 1967, when its legitimacy was undermined by revelations of the Agency’s involvement at the height of opposition to the Vietnam War. Particularly noteworthy is its success in using leading intellectuals to help promote foreign policy, while denying such a programme existed. The Congress’s five Honorary Presidents were Benedetto Croce, an Italian freethinker who opposed Mussolini and whose writings were on the Vatican Index of Prohibited Books; John Dewey, the American liberal educationist and leader of an official inquiry into Stalin’s trials of Trotsky and other revolutionaries; the German Karl Jaspers, a pioneering existentialist and scourge of the Third Reich; Jacques Maritain, a liberal Catholic humanist and holder of the Medal of French Resistance; and the English philosopher and winner of the 1950 Nobel Prize for Literature, Bertrand Russell. Coleman points out that these names exemplify “almost all the participants,” who “were liberals or social democrats, critical of capitalism and opposed to colonialism, imperialism, nationalism, racism, and dictatorship. They supported freedom of thought and the extension of the welfare state” (1989, 21). That last sentence especially highlights deliberate US efforts to conflate democratic socialism with Stalinist communism – as the movie 1984 demonstrates – and, ironically, the doublethink this entailed.

Against this backdrop, Warburg helped modify Animal Farm’s script, following doubts from the Psychological Strategy Board (a very different PSB!) about “clarity of message” (quoted in Saunders 1999, 294). The PSB (1951-53), successor to the wartime State-War-Navy Coordinating Committee, “was composed of the Undersecretary of State, the Deputy Secretary of Defense and the Director of Central Intelligence” (Truman Papers, no date). Top-level intervention, then, prompted the solution: alteration of Orwell’s ending, in which pigs (communist leaders) and farmers (capitalists) become interchangeable. Instead, the pigs’ decadence spurred other animals to counter-revolution.

Confusion with this travesty, and knowledge of Sonia Orwell’s dissatisfaction and blocking of the cartoon from schools (Bowker 2004, 423), possibly explain rumours of 1984’s alternative endings. So might misidentification of Anderson’s with Cartier’s adaptation. These arrived close together, were for decades almost unobtainable, were both monochrome and featured Donald Pleasence in similar secondary roles.

Fig. 6: Nineteen Eighty-Four: Donald Pleasence as Syme.

Fig. 7: 1984: Donald Pleasence (R) as Parsons with Edmund O’Brien as Winston.

Nevertheless, Saunders insists: “The film actually concluded with two different endings” (1999, 97).

Producer Peter Rathvon was a former RKO president involved in the Motion Picture Service (MPS). This propaganda organisation financed and distributed films in 87 countries, including Eastern Europe, via 135 US Information Service offices. It targeted projects toward specified audiences, and recommended titles to international festivals (Saunders 1999, 295, 289). Rathvon consulted Sol Stein, ACCF Executive Director, throughout scripting. Stein advised that an actor should play Big Brother, as a cartoon resembling the deceased Stalin would weaken the menace of dictatorship. Stein replaced Anti-Sex League sashes, different from any real totalitarian uniform, with armbands, and eliminated trumpets from telescreen announcements because Americans associated them with pageantry. In light of the persistent rumours, it is notable that Stein suggested a sentimental ending, not adopted, to replace Winston’s submission – which, he thought, denied “human nature,” which “cannot be changed by totalitarianism” (quoted in Saunders 1999, 297).

Orwell was not entirely innocently wronged. He was prominent among anti-communist intellectuals collaborating with Koestler who, ostensibly “maintaining an independent position for freedom … was soon working with the [British] state, referring anti-communist exiles to US intelligence” (Lucas 2003, 91). Orwell in 1949 named, to the (British) Information Research Department, thirty-eight suspected sympathisers including Paul Robeson, J. B. Priestley, Stephen Spender, Upton Sinclair, John Steinbeck – and, remarkably (given his later role in 1984), Redgrave, who like many Leftists had followed the Communist Party of Great Britain in supporting the 1939 Hitler-Stalin pact.

Warburg proposed that 1984 as “a horror film … might secure all countries threatened by communism for 1000 years to come” (quoted in Bowker 2004, 384). Conscious that adaptations increase book sales, Warburg supported “the Cold War offensive” (Bowker 2004, 422). (Later, “fully aware” of CIA covert funding, he distributed Encounter, a leading Anglo-American literary journal supported by the CCF (422)). Orwell’s American publisher sent Nineteen Eighty-Four to FBI director J. Edgar Hoover, imploring him to publicise its warnings. Hoover did not issue endorsements, but the novel was with “one of the most powerful people backing the war in the US against ‘Un-American Activities’” (Bowker 2004, 398). It became PSB “required reading” (Saunders 1999, 295).

1984 as adaptation

Winston’s and Julia’s American accents are notable because the Inner Party and Thought Police are British. The voice-over is also American: “This is a story of the future. It could be the story of our children if we fail to preserve their heritage of Freedom.” “We” are American; telescreens use British Received Pronunciation. Winston buys his paperweight with shillings – not dollars, as in the novel. Such details exceed commercial necessity for American stars. They dissociate 1984 from American politics. Its distinctly London setting downplays Britain’s subservience to the superpower Oceania (which Orwell associated with US imperialism; he likened wartime Britain to “Occupied Territory” (1968)). Instead Ingsoc represents “English Socialism” – the 1945-51 Government. Responding to an American review describing the novel as anti-Government, Orwell insisted it “is NOT intended as an attack on Socialism or on the British Labour Party (of which I am a supporter).” However, that reading took purchase in America (Bowker 2004, 401). As Saunders observes, Orwell’s “target was less specific than universal: the abuse of language and logic … was imputed to Us as well as Them” – a “distinction” the film “obscured” (1999, 296).

Other changes are routine; seemingly unimportant. O’Brien becomes O’Connor (Redgrave) presumably because of the star’s surname. Winston’s number again undergoes inexplicable alteration (6079 to 6748). The Times becomes The Gazette. Yet befittingly for a representative of the American Way in a simplistic adaptation, Edmund O’Brien’s Winston is portly and robust in his well-tailored suit, unlike the BBC’s gaunt Peter Cushing or John Hurt in Radford’s adaptation. The mirror scene, revealing Winston’s broken body, outward sign of abject surrender, fails totally: the only difference after “days, weeks, months” of brutality is unkemptness and facial stubble.

Fig. 8: Winston’s degradation: the mirror scene in 1984.

Moments before arrest, Julia, frocked and made up like a 1950s Good Housekeeping model, observes a sunlit washerwoman bathing her baby; she confesses desire for motherhood before remarking, “There must be others like us in love – who will rebel.”

Fig. 9: 1984: Julia as ideal 1950s woman.

Thus family values are affronted when “You are the dead!” grates from the telescreen after the couple express love of life. Orwell’s Winston and Julia, who has slept with numerous Party members for “a good time” (1983, 121) – instinctive, not politicised, rebellion – iterate “We are the dead”, aware that their relationship dooms them and perhaps that maintaining it against inevitability involves doublethink, before the telescreen echoes them (206).

Moreover, the film’s individualism, opposed to collective action, brackets out class. O’Connor has a palatial apartment, a butler, wine, and a controllable telescreen, and Julia obtains Inner Party coffee and sugar; but the closest view of a prole (a word the film avoids) is the singing washerwoman in long shot from the couple’s hideaway. Safely distant, she becomes another idealised housewife, symbolising desired normality – rather than representative of the oppressed, “a solid unconquerable figure, made monstrous by work and childbearing … [o]ut of [w]hose mighty loins a race of conscious beings must one day come” (206). Remarkably, too, Goldstein becomes Kalador, and of the book’s traitors, Jones, Rutherford and Aaronson, the third is dropped. Perhaps associating Jewish names with “liquidation”, Winston’s term for punishment, seemed distasteful so soon after the Holocaust, or dissociation from Nazism was to heighten anti-Communism.

Location sequences concretise Orwell’s descriptions of rubble-strewn streets and terraced houses bombed by rockets. They incorporate authentic landmarks, recalling British social realist films, which positioned fiction within contemporary society as implicit commentary. In the “Golden Country” where Winston meets Julia (1983, 114), landscape and dappled shadows relieve the claustrophobia of Winston’s workplace, the city, and – a different formal and thematic discourse – the film noir mood of chiaroscuro lighting, night shooting, and omnipresent menace.

Fig. 10: 1984 as film noir: Winston fears arrest by the Thought Police.

The noir element relates 1984 to broader Cold War paranoia and oppression, apparent in a cycle then unrecognised by filmmakers, audiences, and critics alike. “When the environment is given an equal or greater weight than the actor,” Schrader wrote about lighting that places noir protagonists in shadow, “it of course creates a fatalistic, hopeless mood” (1986: 175). Schrader’s observation applies figuratively to emphasis on the society Winston inhabits. “Corruption and despair” (181), antitheses of the American Dream, point less to a sense of what the Free World has become than assert what, under Communism, it threatens to be.

Indeed, 1984’s noir characteristics are both pertinent to the film’s specific project and symptomatic of its ordinariness and conventionality, even while its shadowy, confused production history confirms disturbingly mysterious, powerful, unaccountable forces already close to home. The centrality of the cycle of crime and transgressive desire manifests in Winston and Julia’s rebellion. So too the “strange and compelling absence of ‘normal’ family relations” (Harvey 1978: 25) in noir is apparent in the couple’s quasi-domestic liaisons, and Julia’s initial presentation accords with its typical “foregrounding of woman as enigma, mystery” (Kaplan 1983: 62).

Fig. 11: 1984: Winston returns “home” to mock domesticity after a hard day at the office.

This arises from the focus on Winston’s perspective – we learn about Oceania gradually through him: “Most classic films operate the view from behind, in that the spectator is placed in a privileged position of knowledge in comparison with the characters in the film about what is going on in the story. Some films, however, speak “with” their characters – this is a defining feature, for instance, of the film noir” (Kuhn 1994: 49-51). The noir influence accordingly pervades Winston’s interrogation, with angled and subjective shots expressing disorientation. The art direction overall is impressive, especially the grandiose Party towers and futuristic Ministry of Truth interiors with branching wall girders; these create expressionistically fractured mise-en-scene while recalling wartime V for Victory images (emphasised on posters and in a composition that foregrounds Victory Gin in Winston’s apartment). Especially inventive is Winston’s office space as a panopticon: ranked, backlit cubicles keep each functionary prominently visible.

Fig. 12: 1984: The Ministry of Truth as panopticon.

The film is accessible, and recognisable as typical of the era, by its genre hybridisation. Marketing prioritised its melodrama and science fiction over political drama. Taglines included: “Will Ecstasy Be a Crime … In the Terrifying World of the Future?”, “Amazing wonders of tomorrow! Nothing like it ever filmed!” and “SEX OUTLAWED … in the terrifying world of tomorrow!” Julia as catalyst for rebellion conforms to classical narrative’s combination of romance with goal-oriented plot. Her initially threatening presence as she apparently spies on Winston, subsequent embodiment and liberation of his desires, and eventual punishment alongside his, structurally parallel noir’s femme fatale although, as victim and would-be mother, she equally represents the genre’s idealised wife. Uniforms, emphasising conformity, and telescreens’ spiralling patterns, implying mass hypnosis, relate 1984 to other 1950s’ science fiction, of which critics commonly interpret alien attack as figuring Communism and/or the Bomb. Telescreens’ flashing constantly distracts from foreground action, creating empathy with subjection to constant surveillance.

Subtle directions include Winston frisking himself automatically before his telescreen; O’Connor’s near-swoon when Big Brother replaces Goldstein during the Hate Session, economically implying desire sublimated into political fanaticism (called by the novel’s Julia “simply sex gone sour” (123)); and O’Connor humanised by taking a tablet and becoming literally hot under the collar, drying his neck with a towel, while torturing Winston. The latter suggest residual decency – a germ of hope – contrary to the ruthless efficiency of Orwell’s O’Brien.

Nearly erased from history

Data about reception and profitability, seemingly impenetrable as information about the film’s provenance, would merit further investigation. Box office appears meagre in that it took £80,073 in Britain; the same source conversely reports “total gross billings” as £32,274 and places 1984 among “Failures” which “grossed less than £100,000 between 1946 and 1957” (Porter 2000, 510, 476, 471). Either figure is disproportionate against the three million dollars (just over a million pounds at 1956 rates) taken in North America by the high-budget science-fiction hit Forbidden Planet (Fred M. Wilcox, 1956) or the £419,528 domestic gross that made The Dam Busters the previous years’ most successful film in Britain. Circulation ended as distribution agreements expired. These apparently included broadcast rights, as it remained  unseen for years.

Conclusion

Despite its brisk pace, 1984 remains unconvincing to modern eyes. Romance becomes excessive; the score is over-emphatic (and during love scenes hardly surpasses the telescreens’ muzak); and Goldstein’s book is reduced to a brief opening voiceover and “The Principles of Newspeak” to a curt dialogue exchange. These latter originated in what The Times considered Orwell’s “best pieces of satirical writing” – yet “obviously unfilmable” – while the romance and torture were, the reviewer suggested, the novel’s “most attractive” elements for conventional filmmaking. For Cartier, interviewed by Films and Filming (September 1958), presumably unaware of interests behind the film, failure resulted from the medium and viewing conditions:

[A]ll the directional skill of Michael Anderson could not recapture the impact of the TV transmission …. [T]he subject could only frighten spectators who were “conditioned” to experience fear by sitting alone in the darkness, and unable to find help or comfort by looking around the mass audience in a modern cinema – where they would feel safe from “Big Brother”. It was decidedly different in the TV viewer’s own home, where cold eyes stared from the small screen straight at him, casting into the viewer’s heart the same chill that the characters in the play experienced whenever they heard his voice coming from their watching TV screens.  (Quoted in Jacobs 2000)

Fig. 13: 1984: Big Brother one step removed from the spectator: embedded in the mise-en-scène.

Here Cartier intuitively anticipates psychoanalytic film theory: the cinematic apparatus, while immersing the spectator in the action and diegesis, nevertheless creates a sense of mastery. The scene presented, however persuasive, is unconsciously known to be illusionary; it unfolds elsewhere despite the impression of presence; and ultimately, in that conventional narrative guarantees satisfactory closure, it does not threaten. 1984 fails partly because Winston’s evident joy at embracing Big Brother in the final moments elides one version of conformity – American individualism and family values, which O’Connor brainwashes him out of – with another, so that at a formal level at least he appears to be assimilated into the community, his alienation from which was previously the source of narrative conflict. Gin-soaked tears of love and constant anticipation of an assassin’s bullet that make Orwell’s ending poignant are forgotten. The BBC version alternatively mobilised fears not about a specific ideology but rather the little-understood question of media influence precisely as television transitioned from fascinating novelty to familiar household furniture. Ritualistic, fully attentive viewing of a provocative mass event, experienced domestically, embodied the concerns of the drama and facilitated identification with the protagonist’s plight.

Notwithstanding some fine talent and intellectual resources of the world’s wealthiest propaganda machine, Orwell’s fears about the power of persuasion proved premature in the case of Anderson’s movie. Little over a year previously, the hegemony that Orwell satirised and aspects of which he despised – and which for the political interests behind the film provided a convenient target – perversely spawned a programme that is a landmark both of Public Service Broadcasting and the notion of freedom from vested interests to which it aspires.

Filmography

1984 (Michael Anderson, 1956).
1984 (Michael Radford, 1984).
Animal Farm (Joy Batchelor and John Halas, 1954).
The Dam Busters (Michael Anderson, 1955).
Forbidden Planet (Fred M. Wilcox, 1956).
Look Back in Anger ( Tony Richardson, 1959).
Nineteen Eighty-Four (BBC Television, Rudolph Cartier [credited as “producer”] and Nigel Kneale [screenwriter], broadcast live twice: 12 and 15 December 1954).
The Quatermass Experiment (BBC Television, Rudolph Cartier [credited as “producer”] and Nigel Kneale [screenwriter], six episodes: 1953).

 

Bibliography

Anon. 1956. “1984: A Review by The Times” (1 March). Reproduced at The Man With the Hypnotic Eye: A Tribute to Donald Pleasence. Accessed 4 October 2012. http://www.pleasence.com/1984/1984-1.html

Bowker, Gordon. 2004. George Orwell. London: Abacus.

British Broadcasting Corporation. No date. “1932: The rise of the news announcer” and “1939: Broadcasting and listening to the world.” About BBC News: 1930s. Accessed 27 September 2012. http://news.bbc.co.uk/aboutbbcnews/spl/hi/history/noflash/html/1930s.stm

Cesarani, David. 1998. Arthur Koestler: The Homeless Mind. London: William Heinemann.

Coleman, Peter. 1989. The Liberal Conspiracy: The Congress for Cultural Freedom and the Struggle for the Mind of Postwar Europe. New York and London: The Free Press and Collier Macmillan.

Cooke, Lez. 2003. British Television Drama: A History. London: British Film Institute.

Crick, Bernard. 1982. George Orwell: A Life. Harmondsworth: Penguin.

Duguid, Mark. No date.  “Nineteen Eighty-Four (1954).” BFI Screenonline. Accessed 25 July 2012. http://www.screenonline.org.uk/tv/id/438460/

Eliot, T.S. 1954. Selected Poems. London: Faber & Faber.

Hill, John. 1986. Sex, Class and Realism: British Cinema 1956-1963. London: British Film Institute.

Harry S. Truman Papers. No date. “Staff Member and Office Files: Psychological Strategy Board Files.” Accessed 4 October 2012. http://www.trumanlibrary.org/hstpaper/physc.htm

Harvey, Sylvia. 1978. “Woman’s Place: The Absent Family of Film Noir.” In Women in Film Noir, edited by E. Ann Kaplan. London: British Film Institute.

Internet Movie Database. No date. “Alternate Versions for 1984 (1956).” Accessed 25 July 2012. http://www.imdb.com/title/tt0048918/alternateversions

Jacobs, Jason. 2000. The Intimate Screen: Early British Television Drama. Oxford: Oxford University Press.

Kaplan, E. Ann. 1983. Women and Film: Both Sides of the Camera. Methuen: New York and London.

Kuhn, Annette. 1994. Women’s Pictures: Feminism and Cinema. London and New York: Verso.

Lawrence, D. H. 1960. Lady Chatterley’s Lover. Harmondsworth: Penguin.

Lucas, Scott. 2003. Orwell. London: Haus Publishing.

Orwell, George. 1968. “As I Please.” In As I Please: 1943-45, edited by Sonia Orwell and Ian Angus. Vol. 3 of The Collected Essays, Journalism and Letters of George Orwell. London: Secker & Warburg.Originally published in Tribune, December 3, 1943.

Orwell, George. 1983. Nineteen Eighty-Four. Harlow: Longman.

Porter, Vincent. 2000. “The Robert Clark Account: films released in Britain by Associated British Pictures, British Lion, MGM, and Warner Bros., 1946-1957.” Historical Journal of Film, Radio and Television 20 (4): 469-511.

Saunders, Frances Stonor. 1999. Who Paid the Piper? The CIA and the Cultural Cold War. London: Granta.

Schrader, Paul. 1986. “Notes on Film Noir.” In Film Genre Reader, edited by Barry Keith Grant. Austin: University of Texas Press.

Stewart, Garrett. 1998. “The Photographic Ontology of Science Fiction Film.” Iris 25 (Spring): 99-132.

Sylvester, David. 1954. “The Kitchen Sink.” Encounter (December): 61-63.

Troy, Thomas M. Jr. 2007. “The Cultural Cold War: The CIA and the World of Arts and Letters.” Intelligence in Recent Public Literature. Accessed 25 July 2012. https://www.cia.gov/library/center-for-the-study-of-intelligence/csi-publications/csi-studies/studies/vol46no1/article08.html

TV Guide. No date. “1984.” Accessed 25 July 2012. http://movies.tvguide.com/1984/review/126313

Nigel Morris is principal lecturer in media theory at the University of Lincoln. His publications include The Cinema of Steven Spielberg: Empire of Light (Wallflower Press, 2007). His current research explores media representations of science and technology.

Frames # 2 BAFTSS 21-11-2012. This article © Nigel Morris. This article has been blind peer-reviewed.

An Investigation of Affect in the Cinema: Spectacle and the Melodramatic Rhetoric in Nil by Mouth

In his book, A Passion for Cultural Studies (2009), Ben Highmore uses the word “passion” to describe the variety of ways in which culture can be experienced as something that is both felt, that “gets under our skin”, and as something that effects us emotionally.[1] Indeed, as he says, the haptic nature of the language used to describe this passionate experience is indicative of our relationship to it: “we are moved by a sentiment, our feelings are hurt, I am touched by your generosity” (author’s emphasis).[2] Highmore argues that as a consequence of attempting to address a phenomenon which straddles this boundary between the physical and the emotional, “writings about the passions … have always recognised the impossibility of treating [them] as exclusively or even primarily mental or ideational”.[3] Unfortunately, this has not always been the case in Film Studies where, as Vivian Sobchack says, there has been a tendency to regard the notion of affect as “a soft, mushy term, a hangover from a sloppy liberal humanism”.[4] Considering the almost universal acceptance of the power of cinema to “move” its audience, however, understanding how this process works is a crucial aspect of film theory.

In the following analysis of affect in Nil by Mouth (1997, Gary Oldman), I want to resituate this “visceral dimension” of spectatorship as central to our engagement with cinema.[5] I will begin by returning to the earliest period in film history, exploring the relationship between affect and spectacle in what Tom Gunning has called the “cinema of attractions”.[6] I want to suggest that the cinematic spectacle is affective by nature, and that there is thus a definite continuity between the affective responses of early spectators and the affect experienced by contemporary viewers. Turning to the ideas of Christian Metz,[7] I will argue that this continuity has largely been possible due to the nature of our relationship with the cinematic image. Characterised by a dualistic tension between intimacy and distance, this relationship has remained unchanged throughout the century or so of cinema’s existence. Nevertheless, such continuity has been masked by the drastic transition between the exhibitionist “cinema of attractions” and the voyeuristic narrative cinema that predominates today. Taking my lead from Gunning’s argument, I will show that spectacle is as present in Nil by Mouth as it was in the pre-narrative era, with the difference being that in the former, spectacle is buried in the melodramatic tropes of realism.[8] With reference to the film’s use of the close-up, I will demonstrate the relation of distance and proximity in producing affective spectacle, before pointing out the variety of elements that situate this intensely realist film as a melodrama. Lastly, focusing on the presence of spectacle in the melodramatic mise-en-scene, I will show how affect emerges through the film’s use of colour and lighting, setting, and finally, voice.[9]

Briefly, I want to preface my argument with a few definitional parameters. It is the aim of this essay to identify the more subtle examples of cinematic spectacle than the explosions and excess these words are usually used to describe. Therefore, in anticipation of the charge that I see spectacle where there is none, I point my reader to the Oxford English Dictionary, wherein the definition of the word ranges from “a person or thing exhibited to […] the public gaze as an object either (a) of curiosity or contempt, or (b) of marvel or admiration”, to simply “the sight or view of something”.[10] (their emphasis, OED, 2009). I want to make a similar argument for affect, although this is a more complex term which requires a slightly more detailed explanation. Explaining the concept, Eric Shouse distinguishes between feelings, emotions, and affects.[11] Feelings, he says, are personal, referring to the prior experiences or sensations of a person which have then been labelled accordingly. Emotion is the expression of these labelled feelings.[12] Affect, on the other hand, is “pre-personal”, in that it is always “prior to and/or outside of consciousness”.[13] This is an important point because it describes how affect is involuntary or instinctive, how it is registered on the body before it can be engaged by the intellect. In this way, affect behaves like pain, in that it can be described as “the body’s way of preparing itself for action […] by adding a quantitative dimension of intensity to the quality of an experience”.[14] As with spectacle, then, affective intensity refers to level or degree rather than to something that is necessarily extreme. However, as we shall see, the affective experiences of the medium’s earliest audiences tended to be at the more intense end of this spectrum.

Gunning argues that the cinema’s early period should be understood as operating according to impulses very different to the predominantly narrative oriented medium it is today. According to Gunning, prior to 1906 (the year marking the influence of D. W. Griffith and his pioneering narrative techniques), it was the affective experience of perceiving moving images that drew audiences to the cinematic apparatus, rather than the content of those images or any meaning gleaned from the order in which they appeared.[15] In this respect, the cinema functioned primarily by explicitly offering its audience the visual spectacle of the medium itself. It is a common myth in film studies that the audience at the first public exhibition of cinema ran screaming from the auditorium, terrified that the train in the film Arrival of a Train at the Station (1896/Louis Lumière) would burst through the screen and smash them all to bits. I am inclined to agree with Gunning when he says this myth underestimates the “basic intelligence and reality-testing abilities” of the average viewer.[16] Nevertheless, it is of use for the way in which it helps us conceive of the intense affective response caused by seeing the spectacle of photography spring into life for the first time.[17] These early spectators did not mistake image for reality to the extent that they fled the screen. They did, however, bear witness to a spectacle that caused them to have an affective experience: feeling – excitement, fear, apprehension, terror – at an embodied, pre-personal level.[18]

In The Cinematic Signifier, Christian Metz explains how this process of affect operates in the cinema.[19] It derives, he says, from a dualism between the spectator’s consciousness of the cinema as a representational medium and yet the very real, indeed embodied, experience of affect. Describing this experience of the viewer, he says:

I know I am perceiving something imaginary (and that is why its absurdities, even if they are extreme, do not seriously disturb me), and I know that it is I who am perceiving it. This second knowledge divides in turn: I know that I am really perceiving, that my sense organs are physically affected, that I am not phantasising, that the fourth wall of the auditorium (the screen) is really different from the other three, that there is a projector facing it (and thus it is not I who is projecting, or at least not all alone), and I also know that it is I who am perceiving all this, that this perceived-imaginary material is deposited in me as if on a second screen, that it is in me that it forms up into an organised sequence, and therefore I am myself the place where this really perceived imaginary accedes to the symbolic.[20]

Metz is concerned primarily with the psychoanalytic effects of the cinema and thus the term “imaginary” is being used in both its Freudian sense (as the stage preceding the symbolic) as well as to describe the spectator’s awareness of the difference between representation and reality. Nonetheless, this passage contains a profound insight into the nature of cinematic affect. Metz is describing the way in which even an intensely unpleasant or terrifying image can be tolerably experienced in the cinema because of the spectator’s feeling of safety through distance: we understand the image onscreen as a representation whose referent necessarily occupies an entirely different time and space to our own. However, this knowledge is contradicted by the physical affects of viewing such representations. The fact that these images are made sense of inside ourselves and then become physically manifest upon our bodies appears to transcend this position of safety: our bodies tell us that we are within reach of the image.[21] Thus we can see how the affecting cinematic scenario is constituted by this dual sensation of intimacy and distance with the spectacle onscreen.

The close-up shot is an ideal example of this sensation, and is as evident in early cinema as it is in Nil by Mouth. Gunning offers the close-up of the countess’ ankle in The Bride Retires (1902, unknown) as an example of spectacle in the “cinema of attractions”. Despite working to arouse different sensations, affect in this spectacle operates in the same manner asin the opening sequence in Nil by Mouth. The frame cuts from black into a close-up of Ray’s (Ray Winstone) face as he stands at a bar. His face fills half the frame, and is in sharp focus, centring our attention, yet the bustle of bodies surrounding him at the bar draws the eye away, at one point even breaking our vision of Ray as someone leans across the bar in the foreground. However, the excitement created by this initial shot lasts only eight seconds before the scene cuts back to the black screen displaying the credits – though the music and dialogue remain. That the film is denying visual access to the image having already stimulated the audience’s attention intensifies our curiosity, an affective response which escalates as this edit sequence recurs throughout the credits. In both The Bride Retires and Nil by Mouth, then, it is the spectacle of the image that causes the embodied emotions of the spectator. The desire and arousal created by the spectacle in the earlier film is immediate, but the object of desire is entirely unavailable. Likewise, the mixture of uncertainty, suspense, curiosity and intrigue contained in the image of Ray at the bar cannot be satisfied. Of course Raymond gets served and returns to his friends, but we can never know or experience the image to the extent that is demanded by the embodied sensations it produces. In this respect, we can see that the close-up demonstrates, in Alison Young’s phrase, [22] how affect in the cinema emerges from the “paradoxical proximity” that characterises our relationship with the cinematic image, from our “investment in an experience which is both distant … and proximate”. [23]

Clearly then, the affective spectacle does not disappear in the wake of Griffith’s influence and the cinema’s subsequent drive towards more traditional storytelling modes. Instead, as Gunning says, the “cinema of attractions” was incorporated respectively into both avant-garde practises and as a component of narrative cinema. Being beyond the remit of his article, Gunning’s argument understandably does not venture any further into this issue other than to suggest its spectacle is more visible in some genres than others, offering up the musical and what he calls the “Spielberg-Lucas-Coppola cinema of effects” as some of the more blatant examples.[24] As my readings of the close-up suggest, I want to unearth a more subtle genealogy of the cinema of attraction, following its route into narrative realism as melodrama. Mapping out this generally unacknowledged course of spectacle will, I hope, lead to an understanding of how affect is manifest in contemporary realist cinema.

Realism and melodrama played a dual role in the development of modern narrative cinema.[25] However, in both general and academic usage the melodrama has traditionally been situated into oppositional and subordinate relationships with realism. Despite the notable attempts of some critics to redress this situation, melodrama remains widely used today as a pejorative term to denote sensationalism and sentimentality in works deemed absent of artistic merit. Contrary to this misleading reputation, melodrama in fact refers to “a form of exciting, sensational and, above all, moving story”.[26] Accordingly, it is the pervasive mode of almost all forms of realist narrative cinema, Nil by Mouth included. For instance, a classic trope of the melodrama is the depiction of protagonists suffering undeservedly. This role is arguably inhabited by all the female characters in the film, although it is of course most clearly manifested in the intense suffering of Valerie (Kathy Burke), wife to Ray’s abusive husband. These characters then become objects of pathos (sources of extreme pity or tenderness), immediately evident in Valerie’s case although perhaps most devastatingly so during the moment of Ray’s brutal attack. After a night out together in which Valerie plays pool with one of her male friends, Ray accuses her of infidelity. Waking her in the middle of the night, he drags her downstairs, head-butts her to the ground and punches, kicks and stamps on her repeatedly – a beating so ferocious that she miscarries their baby.

Peripeteia (suddenness) and aporia (doubt how to proceed) often appear alongside pathos, again evident in the explosive violence in the film and the question of how it should be engaged by the characters.[27] Nil by Mouth also fits Michael Walker’s categories of the melodrama of passion and family melodrama, concerning respectively the internal traumas of the characters emotions and the constraints of gender, social position and psychological make-up.[28] However, the ubiquity of melodramatic tropes in narrative realism is one of the primary reasons why melodrama is so hard to spot. Rather than be thought of as a genre in and of itself, then, Christine Gledhill has argued that melodrama is best conceived as a “rhetoric” or style which is capable of informing a range of genres, “westerns, gangster and horror films, psychological thrillers and family melodramas alike”.[29]

Thomas Elsaesser has argued that a primary characteristic of the melodramatic rhetoric is the way in which mise-en-scene becomes a repository of meaning, to the extent that one must give “critical importance to the mise-en-scene over intellectual content or story-value”.[30] For the purposes of my argument I want to focus on this element of the melodrama since it is here, in the mise-en-scene, that we can see most clearly the melodramatic rhetoric creating affect through spectacle.[31] Illustrating his point, Elsaesser uses an example from the master of Hollywood melodrama, Douglas Sirk. Asked about his use of colour in Written on the Wind (1956/Douglas Sirk), Sirk replied: “Almost throughout the picture I used deep-focus lenses which have the effect of giving a kind of enamelled, hard surface to the colours. I wanted this to bring out the inner violence, the energy of the characters which is inside them and can’t break through”.[32] This is a delicate technique, certainly, but one which indicates how Sirk used the spectacle of colour to generate an affective response, to give “resonance to dramatic situations”.[33] Set designer Hugo Luczyc-Wyhowski used an even more understated technique in Nil by Mouth to generate affect through colour. Describing the colour palette for the film, he says: “I used mid-tone real colours with a few bright colours, I didn’t want to enforce the colour of the set onto the look of the film. If it looks like there was no art direction at all, then that’s how it should be … You can include subtle colour changes without apparently making a huge statement”.[34] His use of the word “apparently” is suggestive of how this self-effacing style is, paradoxically, a manifestation of spectacle: an artificial visual style which powerfully connotes the everyday, yet in a way that creates particular embodied sensations in the viewer prior to their cognition. A case in point is the scene in which Billy, a heroin addict in withdrawal, seeks help at his mother’s flat. The dark, early morning greys and blues in the exterior shots are an affront to the eye, evoking the cold, harsh reality of the environment. Inside the flat, the colour tones are much softer, relieving the threatening atmosphere outside, although the bright white of the fridge and phone mask this affect and make the scene appear unconstructed. Even in this more welcoming environment, however, objects are soaked in washed-out greens, browns and yellows, affecting a sense of gloom and sadness. When Billy enters this space, the stronger colour of his jacket is invasive, lending these sensations a sense of inevitability. As the scene ends, however, the characters’ emotional interactions are filmed in a closer shot. Bringing out a tenderness and warmth in the skin tones of their faces, these underlying feelings of inescapable sadness and despair are laced with impressions of courage and indomitability.

Of course, mise-en-scene refers to everything that features in the frame, not just colour and light. Accordingly, spectacle can be found at work everywhere from setting, dialogue, and the placement and movement of the camera and actors, to focus, props, sound, and music. For instance, in his article, “Space, Place, Spectacle”, Andrew Higson describes how “place becomes a signifier for the state of mind of the protagonists” which can also “be read as spectacle, as a visually pleasurable lure to the spectator’s eye” (his emphasis).[35] He notes this is most apparent in the films of the British New Wave and their common use of what became known as “That Long Shot of Our Town from That Hill”.[36] Nil by Mouth also features this multi-functioning shot, though it appears in a two-shot sequence (and is updated for the inner-city, non-working class of the 1990s, being positioned from their tower block rather than a hilltop). Following an interior scene of Billy (Charlie Creed-Miles) making a joint, the scene functions narratively as an establishing shot, placing his location. Psychologically, the shot functions as a metaphor for the alienation of the characters from the rest of the community, with the grim architecture of the top three flats, crammed upon one another, standing out in the foreground in contrast to the large, semi-detached houses in the far distance. This metaphor continues in the next frame, which is filled by a long-shot of the high-rise estate. Here, the screen dissected by the harsh lines of the buildings, the spatial isolation of the first shot is replaced with its consequent claustrophobic intensity, and yet is depicted in a spectacle reminiscent of a Cubist world war one painting.[37] Viewing these images, it is the “unbeautiful” spectacle that is manifest affectively. Before we can ponder their meaning, desolation and loneliness have taken root in our stomachs; they have, as Lindsay Waters would say, already “dropped anchor in our souls”.[38]

Figure 1

Figure 2

Figure Voice is also used as a spectacular vehicle of affect in Nil by Mouth, although the range of embodied sensation it gives rise to differs greatly. At Ray’s flat, for instance, when Ray is engaged in a friendly dialogue with Mark (Jamie Foreman), with Billy and Dan (Steve Sweeney) as their audience, Ray and Mark’s speech is almost harmonised. Mark reminds Ray of an amusing experience they shared, which Ray introduces to the others before Mark then tells the story. Their language is like that of a double act, in which they finish each other’s sentences and tell the punch lines to each other’s jokes.[39] This calm yet upbeat tempo of the dialogue, punctuated with laughter, ingratiates the audience into their social circle; we are included in the scene and experience on a physical, embodied level the same cheerful delight that radiates from the two men as they tell their stories. At other times, however, a very different kind of affect is created from the spectacle of Ray’s language, such as when he visits Valerie’s mother’s flat demanding to see his wife and daughter. In a rage, Ray’s words are shouted or even screamed. His language is repeated, eventually becoming nonsensical as sentences become meaningless jumbles of expletives. Combined with the blunt, harsh timbre of his accent, previously so amiable, these qualities produce an affect that is deeply unsettling and frightening – embodied in the quickening of my heartbeat and knot in my stomach.

Investigating the ways in which the melodramatic rhetoric is articulated in Nil by Mouth’s mise-en-scene reveals the centrality of spectacle to the melodramatic mode more generally. Using the examples of the close-up, colour, setting, and dialogue, I have tried to show how it is the spectacular quality in these elements of mise-en-scene that gives rise to affect. Picking out the movement of the affective spectacle from its place in early cinema to its presence in a contemporary text like Nil by Mouth is an attempt to reinstate the notion of affect as central to film spectatorship. Indeed, being one of the most recognisable aspects of the film viewing experience, researching affect is an important project that constitutes a fundamental part of understanding our relationship with audio-visual images. As I have found in the writing of this essay, analysing affect, particularly its most subtle manifestations, helps us reflect more carefully on our own viewing experiences: we become more conscious of our relationship to the medium and hence more literate spectators. Laura Mulvey noted in her famous essay that “it is said that analysing pleasure, or beauty, destroys it”.[40] That may have been the intention of her essay but, as I have been arguing, it can never be the case with affect which, by its very nature, exists in and on the body before it can be grasped by the mind. This indestructible quality of affect is useful for thinking about how cinema has come to be one of the most powerful forms of mass communication in existence. In his history of the idea of communication, John Durham Peters argues that “all action, especially all communicative action aimed at coming into connection with another soul, is action at a distance”.[41] This argument clearly applies to communication in the cinema, in which, as we have seen, distance is an integral part of the film viewing experience. I have tried to show that affect is a fundamental process in “bridging the chasm” of this distance, to borrow Peters’ phrase. A process that brings us back neatly to the theorist with which we began and Highmore’s interest in “the ability of media to touch across time and space but to touch without bodies”.[42] In the cinema this ability comes, in part at least, from the affective quality of the spectacle.



[1] Ben Highmore, A Passion for Cultural Studies (Basingstoke: Palgrave MacMillan, 2009), 1.

[2] Ibid., 5.

[3] Ibid., 6.

[4] Vivian Sobchack, The Address of the Eye: A Phenomenology of Film Experience (Princeton: Princeton University Press, 1992), xiv.

[5] Anne Rutherford, “Cinema and Embodied Affect,” Senses of Cinema 25 (2003), December 12, 2009, http://sensesofcinema.com/2003/feature-articles/embodied_affect/.

[6] Tom Gunning, “The Cinema of Attractions: Early Film, Its Spectator and the Avant-Garde” in Early Cinema: Space, Frame, Narrative, ed. Thomas Elsaesser (London: BFI, 1989), 57.

[7] Christian Metz, “Extracts from The Imaginary Signifier” in Film Theory and Criticism, 6th ed., ed. Leo Braudy and Marshall Cohen (Oxford: Oxford University Press, 2004), 820-36.

[8] As we will see, this is not a contradictory statement: despite the common assumption that melodrama and realism are opposed, they in fact emerged in tandem at the birth of contemporary narrative cinema.

[9] I should point out here that debates which attempt to analyse affective responses to works of art shall always be subjective to a certain extent. This does not make them any less valid than those which pretend to “objectivity”, of course, and it is worth bearing in mind that critics’ assessments are as riddled with argument and opinion as the works they discuss. Nonetheless, in the absence of any quantitative audience reception data I am obliged to rely entirely on my own experiences of the films I discuss, though the reader must decide for themselves the extent to which this determines their acceptance or rejection of my argument.

[10] Oxford English Dictionary Online, draft ed., s. v. “spectacle,” accessed December 7, 2009, http://dictionary.oed.com/entrance.dtl.

[11] Eric Shouse, “Feeling, Emotion, Affect,” M/C Journal 8, no. 4 (2005), accessed December 7, 2009, http://journal.media-culture.org.au/0512/03-shouse.php.

[12] Unlike feelings, he says, emotions may be genuine or feigned, since emotional expression becomes possible only as an adult, when one has gained partial control over the degree to which one communicates sensate experience. Hence, it is a common misconception that infants express emotions of happiness, distaste, frustration and the like. In fact, missing both experience and the power of language, infants are capable only of direct expressions of affect. Ibid.

[13] Ibid.

[14] Ibid.

[15] For more detailed accounts of the intense astonishment, shock, and terror of these experiences, including that of the early filmmaker George Melies himself, see Tom Gunning, “An Aesthetics of Astonishment: Early Film and the (In)Credulous Spectator” in Film Theory and Criticism, 6th ed., ed. Leo Braudy and Marshall Cohen (Oxford: Oxford University Press, 1995), 862-76.

[16] Ibid., 863.

[17] Indeed, Gunning notes how the exhibitors of early films would exploit this aspect of the medium’s novelty. Beginning the screening with the by then familiar image of a still photograph, exhibitors would maximise the shock value of the technology by bringing the image to life before the audience’s eyes. Ibid., 867.

[18] Rutherford, “Cinema and Embodied Affect”.

[19] Metz, “Imaginary Signifier,” 820-36.

[20] Ibid., 823.

[21] This is related to the notion of “live” communications media that John Durham Peters discusses in his book Speaking into the Air (Chicago: Chicago University Press, 1999).

According to Peters, “live is the prosthetic form of life, something that announces its authenticity” (my emphasis, ibid., 218). Film might be described as “live” in exactly this sense, then, in that it gives the impression that the filmic body is indeed “present in the flesh” (ibid., 218).

[22] Alison Young, The Scene of Violence: Cinema, Crime, Affect (Oxon: Routledge, 2010), 2.

[23] Nil by Mouth is an especially interesting film to look at in terms of this relationship because of the conscious attempts of the filmmakers to intensify it. First, the film was shot on 16mm film and then blown up to 35mm. The grainy texture and detail of the smaller stock is then magnified in the finished film. Second, the interior scenes were mostly shot in close-up, yet with a telephoto lens on the camera. This technique, in the words of Nick James, gives exactly that “paradoxical combination of intimacy and distance” (10). “Being There,” Sight and Sound 7, no. 10 (1997): 10.

[24] Gunning, “The Cinema of Attractions”, 57. See also Linda Williams, “Discipline and Fun: Psycho and Postmodern Cinema” in Reinventing Film Studies, eds. Christine Gledhill and Linda Williams (London: Arnold, 2000), 351-78. In a subsection entitled “The New “Cinema of Attractions”, she notes this continuation of spectacle from early cinema, further exploring Gunning’s examples and updating his argument with more contemporary instances of her own, such as Titanic (1997/James Cameron)and Jurassic Park (1993/Steven Spielberg). Ibid., 356-58.

[25] There is not space here to explore in any detail this equal role of melodrama and realism in founding the modern narrative mode. Suffice to say that the birth cinematic technologies provided the means with which to reconcile a tension that had emerged in the theatre between the desire for verisimilitude, on the one hand, and exciting, episodic narratives on the other. The photographic realism inherent in the cinematic apparatus, combined with the ability to edit images together, provided a mixture of authenticity and excitement that was impossible to replicate on the stage.

[26] Linda Williams cited in John Mercer and Martin Shingler, Melodrama: Genre, Style, Sensibility (London: Wallflower, 2004), 88-9.

[27] Christine Gledhill, “Rethinking genre” in Reinventing Film Studies, eds. Christine Gledhilll and Linda Williams (London: Arnold, 2000), 236.

[28] Michael Walker, “Melodrama and the American cinema,” Movie 29/30, summer (1982): 17.

[29] Christine Gledhill, “The Melodramatic Field” in Home Is Where the Heart Is: Studies in Melodrama and the Woman’s Film, ed. Christine Gledhill (London: British Film Institute, 1987), 13.

[30] Thomas Elsaesser, “Tales of Sound and Fury: Observations on the Family Melodrama” in Home Is Where the Heart Is: Studies in Melodrama and the Woman’s Film, ed. Christine Gledhill (London: British Film Institute, 1987), 52.

[31] Anne Rutherford’s statement regarding the analysis of affect in mise-en-scene is useful here. She describes mise-en-scene as not just what is put into the frame, but what is put into the moment of experience: how the spectator is drawn into the scene. This must be understood as the evocation of a sympathetic excitation or resonance in the spectator as embodied – how the embodied affect of the spectator is aroused, activated, enhanced, brought into play (Rutherford, “Cinema and Embodied Affect”). This notion of affect as resonances and evocations is testament to the sensitivity and delicacy that is required when trying to assess its operation in the kind of cinema I am looking at here. Hence, the reader should bear in mind that I am not trying to overstate the intensity of affect in the scenes I examine, but rather to foreground an element of the cinema experience that, because it is embodied at low-level intensity, more often than not occurs at unconsciously.

[32] Sirk cited in Elsaesser, “Tales of Sound and Fury,” 43.

[33] Ibid., 54.

[34] Luczyc-Wyhowski cited in James, “Being There,” 10.

[35] Andrew Higson, “Place, Space, Spectacle: Landscape and Townscape in the ‘Kitchen Sink’ Film” in Dissolving Views: Key Writings on British Cinema, ed. Andrew Higson (London: Cassell, 1996), 134.

[36] Krish cited in Ibid., 133.

[37] See, for instance, Franz Marc’s The Fate of Animals (1913) or Fernand Léger’s The Cardplayers (1917).

[38] Lindsay Waters, “Come Softly, Darling, Hear What I Say: Listening in a State of Distraction – A Tribute to the Work of Walter Benjamin, Elvis Presley, and Robert Christgau,” Boundary 2 30, no. 1 (2003): 212.

[39] See Glen Creeber, “‘Can’t Help Lovin’ Dat Man’: Social Class and the Female Voice in Nil by Mouth” in Cultural Studies and the Working Class, ed. Sally R. Munt (London: Cassell, 2000), 199.

[40] Laura Mulvey, “Visual Pleasure and Narrative Cinema,” Screen 16, no. 3 (Autumn 1975): 8.

[41] Peters, Speaking into the Air, 178.

[42] Highmore, Passion for Cultural Studies, 77.

Bibliography

Creeber, Glen, “‘Can’t Help Lovin’ Dat Man’: Social Class and the Female Voice in Nil by Mouth.” In Cultural Studies and the Working Class, edited by Sally R. Munt, 193-205. London: Cassell, 2000.

Elsaesser, Thomas, “Tales of Sound and Fury: Observations on the Family Melodrama.” In Home Is Where the Heart Is: Studies in Melodrama and the Woman’s Film, edited by Christine Gledhill, 43-69. London: British Film Institute, 1987.

Gledhill, Christine. “Rethinking Genre.” In Reinventing Film Studies, edited by Christine Gledhill and Linda Williams, 221-43. London: Arnold, 2000.

Gledhill, Christine. “The Melodramatic Field.” In Home Is Where the Heart Is: Studies in Melodrama and the Woman’s Film, edited by Christine Geldhill, 5-39. London: British Film Institute, 1987.

Gunning, Tom. “An Aesthetics of Astonishment: Early Film and the (In)Credulous Spectator.” In Film Theory and Criticism, 6th ed., edited by Leo Braudy and Marshall Cohen, 862-76. Oxford: Oxford University Press, 1999.

Gunning, Tom. “The Cinema of Attractions: Early Film, Its Spectator and the Avant-Garde.” In Early Cinema: Space, Frame, Narrative, edited by Thomas Elsaesser, 56-62. London: BFI, 1989.

Higson, Andrew. “Space, Place, Spectacle: Landscape and Townscape in the ‘Kitchen Sink’ Film.” In Dissolving Views: Key Writings on British Cinema, edited by Andrew Higson, 133-56. London: Cassell, 1996.

James, Nick. “Being There.” Sight and Sound 7, no. 10 (1997): 10.

Mercer, John and Martin Shingler. Melodrama: Genre, Style, Sensibility. London: Wallflower, 2004.

Metz, Christian. “Extracts from The Imaginary Signifier.” In Film Theory and Criticism, 6th ed, edited by Leo Braudy and Marshall Cohen, 820-36. Oxford: Oxford University Press, 1999.

Mulvey, Laura “Visual Pleasure and Narrative Cinema.” Screen 16, no. 3 (Autumn 1975): 6-18.

Peters, John Durham. Speaking into the Air: A History if the Idea of Communication. Chicago: Chicago University Press, 1999.

Rutherford, Anne. “Cinema and Embodied Affect.” Senses of Cinema 25 (2003). Accessed December 7, 2009. http://sensesofcinema.com/2003/feature-articles/embodied_affect/.

Sobchack, Vivian. The Address of the Eye: A Phenomenology of Film Experience. Princeton: Princeton University Press, 1992.

Filmography

Arrival of a Train at the Station (1896, Louis Lumière)

The Bride Retires (1902, Unknown)

Jurassic Park (1993, Steven Spielberg)

Nil by Mouth (1997, Gary Oldman)

Titanic (1997, James Cameron)

Written on the Wind (1956, Douglas Sirk)

Stephen Presence is an Associate Lecturer and PhD student in Film Studies at the University of the West of England, Bristol (UWE). His thesis is entitled The Political Avant-garde: Oppositional Documentary in Britain since 1990, and is due for completion in December 2012. He has taught modules on film history, theory and culture, World cinema, British national cinema and Hollywood, and is co-founder and director of the Bristol Radical Film Festival.

Frames # 2 BAFTSS 21-11-2012. This article © Stephen Presence. This article has been blind peer-reviewed.

 

 

“Things that almost killed me”: Apocalypse Now and The Hurt Locker and the influence of 19th century spectacle art in the war film

Fig. 1. Sergeant Lenearo Ashford using the “Virtual Iraq” programme at the U.S. Department of Defense in Washington, D.C.

In 2008, the United States military implemented a therapeutic virtual reality video game, developed at the University of Southern California, called Virtual Iraq, a simulation program used to treat Iraq and Afghanistan War veterans suffering from PTSD, a condition documented in nearly 20% of returning veterans at the time of the study.[1] The program was modeled on the landscapes and gameplay of popular war video games, such as America’s Army and the Call of Duty series, but rather than presenting a subjective panoramic vision of the battlefield, a feature which made these games popular, Virtual Iraq provides the player with optical illusions and a series of randomly generated images and scenarios which are tailored to the specific case history of the patient. The participant dons 3D glasses and headphones and is transported to Iraq by the therapist to confront specific elements of the Iraq War experience in order to master his traumatic experience.

The experience Virtual Iraq highlights has a distinct presence in both Iraq War films and Vietnam War films, where the condition of the traumatized soldier is discernible as a narrative device. This is expressed in numerous scenes which detail the imprinting of war on the human psyche, scenes that convey the hallucinatory and subjective experience of war through a variety of visual strategies. Two films that are especially significant in this regard are Francis Ford Coppola’s Vietnam War film Apocalypse Now (United Artists, 1979) and Kathryn Bigelow’s Iraq War film The Hurt Locker (Lions Gate, 2009). Both films render this remapping of the human psyche through expressive visual design. Each, however, employs a distinct mode of subjective representation that can be linked to specific thematic concerns.

“The Vietnam War”, according to William Hagen, “was an intimate, loosely framed, on-the-run cinéma vérité experience”, and a similar point could be made about the Iraq War. Representations of both wars can be seen as a competition of “war narrators”, challenging the mainstream media’s account of the war in more viscerally compelling ways (Hagen, 1983, 230). Both Apocalypse Now and The Hurt Locker broach audience expectations of war already shaped by documentary films, photo journalism, embedded print and television journalism, and (in the case of the Iraq War) Internet videos. Such media set the stage for Coppola and Bigelow to craft their films in a style which de-familiarized the war landscape viewers were accustomed to. At the time of Apocalypse Now’s production, “any film about Vietnam that followed the traditions of realistic narrative filmmaking (especially of war films) would be working against a collective sensibility that had arrived at different preconceptions of what was authentic”, and as similar preconceptions about the Iraq War experience became evident, The Hurt Locker followed the same rhetorical project as Apocalypse Now (Hagen, 1983, 231). The styles of both films are intended to encourage the progression away from previous memories of the war experience and towards deeper moral and philosophical debates.

Although Coppola’s and Bigelow’s film employ different visual styles, the intentions of their authors are similar. In this essay, I will show how The Hurt Locker borrows the narrative structure and the trope of battlefield haunting from Apocalypse Now in order to provide a critique on the way that war rewrites the human psyche. Battlefield haunting in The Hurt Locker and Apocalypse Now is expressed through uncanny repetition and a constant return to the scene of trauma through an episodic narrative structure. I will also show how both films render the traumatic, interior space of battle through the rewriting of war film genre codes. Both films incorporate the influence of pre-cinematic spectacle forms into their visual languages. Apocalypse Now radically departs from the influence of the panorama painting, a form with a strong presence in earlier war films, instead using phantasmagorical imagery of a haunted battle zone. By contrast, The Hurt Locker translates the new logistics of perception to the traditional panoramic vision of the battlefield, and in doing so offers a new visual mode, the moving panorama war film.

Fig. 2. “Pickett’s Charge”, depicted in Paul Philippoteaux’s panoramic Gettysburg Cyclorama (1883), Gettysburg National Military Park, Pennsylvania.

Fig. 3. Antonio Gattorno’s Hitler’s Portrait (1942), a phantasmagorical interpretation of war-torn Europe.

Geoff King characterized Apocalypse Now as a spectacle of “authenticity” and “artistic imagination” (King, 2006, 288). The key word here is spectacle, as war representations have been a form of spectacle since early cinema—as evidenced by the marketing of D. W. Griffith’s American Civil War film The Birth of a Nation (1914)—and in pre-cinema art as well. One such pre-cinema spectacle was the panorama, an attraction which attempted to transport the viewer into the thick of battle. Panoramic war depictions invited the eye to navigate the equally focused foreground and background action, an experience which attempted to mimic actual combat participation and one which war films would attempt to recreate (Fig. 2). Sweeping wide shots of Omaha Beach in Saving Private Ryan (Dreamworks, 1998) and The Longest Day (Twentieth Century, 1962) and trench warfare in Paths of Glory (United Artists, 1957) are but a few examples that exhibit the influence of the panorama on war cinema.

The Hurt Locker presents a new approach to the panoramic war vision, one which presents the battlefield through a 360-degree view from a series of identifiable and unidentifiable spectators; The Hurt Locker is what I will call a “moving panorama” war film, one in which the panoramic vision of battle is all encompassing and unrestrained. I am using the term “moving panorama” to signify a particular type of panoramic vision—one in which the viewer is surrounded on all sides by a 360-degree panorama field, and experiences the event depicted as a montage of different perspectives. This experience not only exceeds the verisimilitude promised by the traditional panorama, but also offers the illusion of being transported into the event. Like the Virtual Iraq video game, the war experience of The Hurt Locker re-enacts a particular form of battlefield experience through this style, providing a new visual language for war. Beginning with the immediacy of observation-based material, Bigelow “experientializes” the rendering of war in a way which is “raw, immediate, and visceral” (Thompson, 2009). Starting from a cinéma vérité approach reminiscent of Stanley Kubrick’s Full Metal Jacket (Warner Brothers, 1987), The Hurt Locker creates a montage of multiple perspectives—achieved through multiple cameras, varying film stock and camera speed, inconsistent angling, et cetera—in order to mimic the manner in which the human brain records traumatic battlefield events.

Apocalypse Now, by contrast, radically departs from panoramic vision and instead draws upon another pre-cinema spectacle art form: phantasmagoria, the use of optical illusions and juxtaposition of images to produce a distinctly haunting rendering of time, space, and events. Developed in Paris during the late eighteenth century, phantasmagoria was a spectacle form in which a lantern, placed behind a screen and mounted with a shutter containing painted slides, projected ghostly images upon the screen (Christie, 1994, 111). The lantern-projector would often be mounted on rails behind the screen, so that these images appeared to move about the screen, perceived by the audience as revenants (Burgoyne, 2010, 3). This form appears to have influenced subsequent movements in art, and war has often found itself to be the subject of these paintings, in particular those of the surrealists—Dalí, Gattorno, and others (Fig. 3). But the aim of phantasmagoria is not authentic recreation but rather to suggest something ghostly, or unearthly, about the subject represented. By invoking this form, Coppola’s film transports the Vietnam War itself to a haunted realm at the dark side of human nature. This is achieved through editor Walter Murch’s use of double exposure and partial dissolves, and through cinematographer Vittorio Storaro’s use of colour.

 Phantasmagoria and panorama: Apocalypse Now and phantasmagoria

Fig. 4. Etienne-Gaspard “Robertson” Robert displaying his phantasmagorical spectacle “The Skeleton” in Paris, 1797.

Fig. 5. An ‘in-camera’ optical illusion, or phantasmagoria, shot from Bram Stoker’s Dracula (Francis Ford Coppola, Columbia Pictures, 1992)

Originating in Europe during the late eighteenth century, the phantasmagoria was a theatrical visual art form which relied on images projected from the magic lantern device over landscape art to suggest ghostly hauntings and to evoke the gothic (Fig. 4). This effect was achieved, literally, through smoke and mirrors, but also with the projection of images over paintings of a landscape or people—an optical illusion in which the uncanny clashes with the rational. This is what Tom Gunning describes as “the summoning of phantoms…while displaying the triumphs of the new sciences” (Gunning, 2004, 5). This form was adopted into cinema by the likes of George Melies and the German Expressionists, generating a visual style which Coppola drew upon for Apocalypse Now and much of his other work (Fig. 5). Apocalypse Now can be characterized as a phantasmagorical war film based on its presentation of the battlezone as a place of haunting memories, incoherency, and, most importantly, psychological degradation stemming from PTSD. Coppola himself even characterized the increasing surrealism during the film’s progression as “phantasmagoric imagery”.[2] This is achieved in two distinct ways: editor Walter Murch’s use of dissolves and juxtaposition, and cinematographer Vittorio Storaro’s philosophy and use of colour.

Fig. 6 Willard’s two-thousand-yard-stare in Apocalypse Now (United Artists, 1979).

Let us use, for example, the image of Willard’s two-thousand-yard stare (Fig. 6). This shot is established through a partial-dissolve transition, starting with a shot of a burning jungle, then dissolving to a stationary shot of Willard looking upwards, then partially (not completely) dissolving back to the burning jungle so that the juxtaposed shot of Willard is in the foreground, and then bringing the burning jungle shot more into focus and Willard less into focus. The flaming jungle shot is a tracking shot which moves the images of flying helicopters and burning palm trees across Willard’s face like an image from phantasmagoria theatre (Christie, 2010). This shot in the opening sequence sets the expectation for the film’s thematic content and visual rendering of war. The aim here is to establish a doubling between Willard and Kurtz which Coppola will revisit in the film’s closing; Garrett Stewart notes that the film closes “upon its opening image”, as if Willard’s story is, by phantasmagoria, grafted onto Kurtz’s story, both stories underlining the dark side of neo-colonialism (Stewart, 1981, 468). As Willard proceeds upriver to Kurtz’s compound, the technique of dissolve and juxtaposition continues with increasing intensity until the film’s ending, a scene of Willard leaving Kurtz’s compound upon completion of his mission, a shot composition which echoes the phantasmagoria in the opening scene.[3]

In Coppola’s film, “a luminous presence is superimposed on a dark past”, offering a link between Storaro’s use of colour and the presence of phantasmagoria in the film (Storaro, 2001, 270). In a study of chromophobia—fear and anxiety aroused by the use of particular colours—David Batchelor writes: “Figuratively, colour has always meant less-than-true and the not-quite-real” (Batchelor, 2000, 52). Storaro’s colours are designed to achieve precisely this. The use of orange, green, blue, and cloudy off-white colours pierce shadows and darkness to establish onscreen an otherness from the battlezone. The dark-light contrasts contribute to the film’s thematic context. One of the few explicit appearances of the colour white occurs when Kurtz’s Montagnard guards are revealed: “whitewashed, spectral natives who seem to travesty the pale Anglo villain come among them” (Stewart, 1981, 458). In an interview with The Guardian, Storaro cites the illustrations from Burn Hogarth’s Tarzan as an inspiration for the choice of colours in Apocalypse Now: “[Francis and I] didn’t want to do anything naturalistic….I didn’t want it to look like reportage. I put artificial colour [and] artificial light next to real colour [and] real light—to have the explosion of napalm next to a green palm tree; to have the fire of an explosion next to a sunset in order to represent the conflict between the cultural and the irrational” (Jones, 2003). Storaro additionally characterizes the film’s cinematography as representing “a discourse on the senses of civilizations”; the notion that light represents the civilized world and darkness represents the uncivilized (primeval) world is presented through “technological colour’s abuse of natural colour forms…in cinematic terms, this is the conflict central to the film…it is the way artificial colour violates natural colour” (Storaro, 2001, 280).


The Hurt Locker
and the tradition of the moving panorama

By contrast, the visual rendering of the battlezone in The Hurt Locker can be compared to the nineteenth century tradition of the moving panorama, a form which was specifically developed as an alternative to the nineteenth century European static panoramas. The moving panoramic vision is expressed in Bigelow’s film through the cinematography and use of fast montage with varying points of view. In contrast to the static panorama, in which the audience is “in control of the spectacle” and “the visual experience of battle [is organized through]…several vantage points” (Bronfen, 2012, 193), the visuals work in conjunction with the war trauma and battlefield haunting central to the film’s narration. The influence of the panorama paintings on war films is re-written in The Hurt Locker to introduce a unique visual code, one chiefly inspired by the American tradition of the moving panorama. As great battles were often the subjects of nineteenth century panorama paintings, a link can be drawn between the historical developments of the panorama painting and the war films of the twentieth and twenty-first centuries, one which includes the moving panorama and the visual approach taken in The Hurt Locker.

Fig. 7. The October War Panorama in Cairo, Egypt.

The nineteenth century battle panorama has long been recognized as an influence on war films. To better understand this influence, first consider the impact of a late twentieth century battle panorama. The October War Panorama (Fig. 7), housed in a museum located at the spot of Anwar Sadat’s 1981 assassination, depicts an Egyptian victory over Israeli forces during the October War (Yom Kippur War) of 1973. Built in 1989 by North Korean artists, on Kim Jong Il’s suggestion to then president Hosni Mubarak, the museum fails to mention the successful Israeli counteroffensives which followed, as well as the U.N. brokered ceasefire.[4] Additionally, a similar work—the Tishreen Panorama—exists in Damascus, Syria, also built by North Koreans, depicting Syria’s participation in the same war much to the same effect. These panoramas essentially rewrite history for Egyptian and Syrian nationalist sensibilities. They both function in a way similar to Paul Phillipoteaux’s Gettysburg Cyclorama (Fig. 4.2). Both old and new war panoramas promise (a selective) verisimilitude based on what Paul Virilio identifies as the link between optics and warfare. “The advance of panoramic telemetry”, Virilio writes, “resulted in widescreen cinema” (Virilio, 1984, 69).[5] The influence of nineteenth century panorama vision is present in early war films, such as Griffith’s The Birth of a Nation (1915) (in which the American Civil War battle sequences seems as if they could have been lifted straight from Phillipoteux’s painting) (Fig. 8). The panoramic vision is present in the World War II combat film—in films produced during World War II and in later films about that conflict, such as The Longest Day (Twentieth Century Fox, 1962) or Saving Private Ryan (Dreamworks, 1998)—and thus, through the resulting visual codes, helped to define the “panoramic war film”.

Fig. 8. Phillipteaux’s Gettysburg Cyclorama (first), Griffith’s The Birth of a Nation (second), The Longest Day (third), and Saving Private Ryan (fourth).

Fig. 9. Mathew Brady’s photograph “The Dead of Antietam”, displayed in a New York gallery in October 1862, one month after the battle.

In his study of panorama paintings, Stephan Oettermann argues that panoramas were the products of the nineteenth century with no precursors. The development of the panorama was not based on previous developments in the arts but rather on changes in culture (Oettermann, 1997, 5). Though a dubious claim, as the first panoramas appeared in the late eighteenth century and had antecedents in large-scale paintings (Christie, 2011), cultural changes did inform the development of the panoramic form throughout the nineteenth century. For Americans in the latter half of the nineteenth century, the traditional, static, circular panoramas were “visually inadequate to the situation in which they found themselves”, as the onset of railroad travel and the end of a war documented through haunting photographs (Fig. 9), and as such, the moving panoramas “anticipated, in art, the speed of travel” (Oettermann, 1997, 323). The static panoramas seemed distinctly European to the American viewer and were primarily focused on cities and pastoral landscapes that were familiar to the European viewer. The moving panorama paintings, by contrast, often depicted the rugged landscapes of the American West, still the primitive unknown in the minds of many eastern city-dwellers. These paintings, moving around a circular rotunda, contained vague or elusive vanishing points, the spectator’s vision brought to focus on different points as if an invisible director and editor were present. If the moving panorama was a response to the increasingly irrelevant form of the static panorama, the moving panoramic vision of The Hurt Locker can be seen as a similar response to previous war films and changes in visual culture. If the panorama could not have developed without the Industrial Revolution, as Oettermann contends, then the development of Bigelow and Barry Ackroyd’s approach to The Hurt Locker may be linked to the digital revolution.

Cinematographer Barry Ackroyd addresses the digital revolution, ironically almost, through non-digital means (the use of 16mm cameras). The role which documentaries and Internet videos play in the contemporary audience’s relationship with the Iraq War informs this approach. This is due in part to the variety of methods by which we experience the moving image—the multitude of screens we encounter on a daily basis. Writing about large-scale paitings, Ian Christie asks whether “our ability to contemplate such vast acres of canvas with more equanimity [has] something to do with our expanded sense of image scale—from proliferating IMAX cinemas and giant plasma to the miniature screens of our smartphones” (Christie, 2011). The approach taken in The Hurt Locker can be described as a moving panorama, the merging of two different cinematic traditions: montage and the moving frame. The moving panorama that is The Hurt Locker is a montage of competing gazes through multiple cameras that express their own consciousness, a point to which I shall return later. This new formulation of panoramic vision offers a novel way to analyze the visual score of The Hurt Locker, and it extends our understanding of the new logistics of perception in contemporary war films.

Impressed with Barry Ackroyd’s near-documentary approach in Paul Greengrass’s United 93 (Fig. 10), Bigelow remarked in an article for Exposure International that “[he] is a master at evoking the ‘you-are-there’ immediacy that [The Hurt Locker] demanded”.[6] Hand-held tracking shots and low-angle shots (Figs. 10 and 11) are used in both Bigelow and Greengrass’s films. Ackroyd, operating four Super 16mm cameras simultaneously, constantly crossing the 180-degree line, and “providing multiple points of view”, intended to “make you feel like a participant” while providing the space for the actors to “do long takes with continuous action”.[7] A single scene could be captured through a combination of close shots, aerial shots, long shots, and medium shots—few of which are static. The images produce what Gilles Deleuze refers to as “camera consciousness”: “we are no longer faced with subjective and objective images” but rather a free-floating perception that amounts to an “emancipation of the viewpoint” (Deleuze, 1986, 26). The copious footage from four 16mm cameras provided ample material for editors Chris Innis and Bob Murawski to use in a montage in the creation of the Iraq War zone as a moving panorama.

Fig. 10. A low-angle shot from United 93 (Universal, 2006) by cinematographer Barry Ackroyd.

Fig. 11. A low-angle shot from The Hurt Locker (Lions Gate, 2009) by cinematographer Barry Ackroyd.

As discussed earlier, Walter Murch’s editing in Apocalypse Now makes extensive use of partial dissolves, juxtaposed frames, and double exposure. By contrast, the editing of The Hurt Locker, particularly the bomb-disposal mission scenes, can be characterised as an overtonal or associational montage: the combination of tonal (cutting based on emotional or thematic content), metric (cutting based on time), and rhythmic (cutting based on both time and image) montage creates a psychologically complex narration—in the case of The Hurt Locker, a narrative flow not restricted to the perspective of the protagonists. Consider a series of shots in a sequence described earlier, in which James disposes of a bomb in the trunk of a car at the U.N. building (Fig. 12).

Fig. 12 A series of twelve shots (read from left to right) from the “U.N. building bomb disposal” sequence (29:38–30:05) in The Hurt Locker (Lions Gate, 2009).

This series of twelve shots lasts approximately twenty-five seconds, covering several different angles and assuming multiple points of view (some of which are unidentified). Each shot is shaky and hand-held, whether it acts as a tracking shot or a static shot. The traditional editing technique of matching on action is abandoned here, as is fidelity to the 180-degree-line rule. The scene proceeds in this manner: the mission is interrupted by a terrorist’s sniper bullet from a balcony across the street and behind the EOD team, witnessed from the sniper’s point of view, the soldiers’ points of view, and undetermined points of view, the frequency of the cuts and the variety of angles and compositions increasing as the tension rises. After the terrorist is killed, tension grows again when it is revealed that the unidentified viewpoint from across the street (third shot from the left in the second row in Fig. 12) is from a young Iraqi with a video camera, and the logic (or illogic) which determines the presentation and combination of shots and angles is again applied further in the sequence (series of shots in Fig. 13 below).

Fig. 13. A series of twelve successive shots from the scene (35:40–36:05) in The Hurt Locker (Lions Gate, 2009).

The visual approach in The Hurt Locker suggests a break with the conventional influence of the panorama on war films, just as the visual approach in Apocalypse Now was also a departure from conventional form. Just as Coppola and Storaro wanted to take Apocalypse Now beyond the war journalism which invaded American television screens during the Vietnam War, Bigelow sought to distinguish her film from an even broader range of war coverage available to the Iraq War generation. The use of multiple cameras and montage suggests a competition of perspectives, which, in some respects, comments on the contending video and photo journalism of the war itself (Internet videos from soldiers and Iraqi civilians, documentary films, and cable news coverage, both American and other). This is achieved through the editing scheme of The Hurt Locker, which can be compared more effectively to the nineteenth century American tradition of the moving panorama than to the static panorama: the Iraq War battlezone, no matter how familiar it has become to us through other films and media, is rendered uncanny by editing which draws attention to undefined witnesses.

War as a way of thinking

Coppola’s exaggerated portrayal of the battlezone as a haunting, phantasmagorical state and Bigelow’s hyper-realistic battlezone, where the camera is a free-floating witness not restricted to the traditionally orchestrated war film experience, mark distinctly different visual approaches to the war film. The phantasmagorical imagery of Apocalypse Now offers an original visual representation of war. The otherworldliness of Coppola’s Vietnam becomes a haunting hall-of-mirrors for the Western spectator, and the metaphysical journey to the cause of this haunting is aided by Storaro’s non-naturalistic colours and Walter Murch’s juxtaposed frames, mimicking the magic lantern images of eighteenth and nineteenth century phantasmagoria. The film’s narrative running along “the river, the liquid track that keeps the story moving despite [its] episodic interludes”, according to Murch, allows the space for the “characters to break the frame” and, by extension, the ghosts of Vietnam as well (Ondaatje, 2002, 56, 70). The result is a Vietnam never seen by the likes of Walter Cronkite or the audiences of Hearts and Minds (Peter Davies, 1974), but rather a Vietnam which may only exist in the minds of its traumatized veterans.

Fig. 14. A scene from the Call of Duty series (above) and Steven Spielberg’s Saving Private Ryan (Dreamworks, 1998) (below).

The Hurt Locker is a war film whose style can be compared to the therapeutic video game Virtual Iraq mentioned at the start of this chapter. Unlike other popular war video games, like the Call of Duty series, Virtual Iraq and The Hurt Locker are devoid of the panoramic battlefield landscapes which are manifest in twentieth century war films (Fig. 14), nor does Virtual Iraq or Bigelow’s film make use of the panoramic pathos formula; the spectator of The Hurt Locker, and the player of Virtual Iraq, are no longer in control of the spectacle. The visual approach in The Hurt Locker acts in counterpoint to James’s acting-out as a form of self-defence. The theatrical escapism promised by the rush of battle is a motivation for James, but the cinematography and editing are not in conjunction with this view, and as such, we, the spectators, are dragged along by James through the Iraq War experience with no relief from the encroaching war trauma.

Elizabeth Bronfen notes that in war films “we implicitly take part in cultural haunting” (Bronfen, 2011, 7). Many of the films discussed in previous chapters engage with this cultural haunting, the Vietnam films confronting the ghosts of Vietnam and the Iraq War films anticipating the ghosts of that war which have yet to enact their haunting on American culture. Apocalypse Now and The Hurt Locker are exceptional cases in this regard, as they offer up the battlezones of American wars as some of the most haunted sites in American history. It is in this approach that the uncanny functions as part of Bigelow and Coppola’s “aesthetic formalization” of this cultural haunting. Rational human logic is subsumed by the otherworldliness of the combat zone (Bronfen, 2011, 7). Where The Hurt Locker and Apocalypse Now also converge in this respect is in their presentation of warfare, not as a place of battlefields (a series of towns to be conquered, fortresses to be overtaken, beaches to be stormed, etc.), but rather a state of mind (or battlezone) in which the mind is invaded by a primitive warrior code. If the evolution of the war film is marked by addressing “war as a way of seeing”, as Virilio remarked, then Apocalypse Now and The Hurt Locker delve deeper in their search for new modes of analyzing the impact of war: war, in these films, is a way of thinking, and the cultural haunting produced by war plays a formative role in shaping this way of thinking.


Notes

[1] http://www.defense.gov/news/newsarticle.aspx?id=51297

[2] Francis Ford Coppola. Apocalypse Now: Redux. Director’s Commentary track. United Artists, 2001.

[3] The ending described can be found in Apocalypse Now: Redux and on DVD versions of the original theatrical release; they do not include images of Kurtz’s compound exploding, which were contained in some of the original 35mm prints.

[4] http://www.lonelyplanet.com/egypt/cairo/sights/museum/october-war-panorama

[5] For further information on war technology and the advent of widescreen, see Giles Taylor’s “Roller Coaster Ride: The Widescreen Trick Film and Embodiment”, featured in Big Screens, Little Boxes: The Aesthetics and Culture of Film Style, PhD thesis in progress

[6]http://www.fujifilm.com/products/motion_picture/exposure/pdf/vol18_The_Hurt_Locker.pdf

[7] Ibid.

Works Cited:

Batchelor, David. Chromophobia. London: Reaktion Books, 2000.

Bronfen, Elizabeth. Spectres of War: Hollywood’s Engagement with Military Conflict. New Brunswick, NY: Rutgers UP, 2012 (forthcoming).

Burgoyne, Robert. Film Nation: Hollywood Looks at U.S. History. Rev. ed. Minnesota: U of Minnesota P, 2010.

Burgoyne, Robert. “Stone’s Alexander: The Epic as Phantasmagoria”. Presented at Film and History Conference, November 2010 (unpublished manuscript, with permission from the author).

Christie, Ian. The Last Machine: Early Cinema and the Birth of the Modern World. London: BFI, 1994

Christie, Ian. “Kings of the Vast”. Tate Etc. Issue 23 (Autumn 2011). http://www.tate.org.uk/context-comment/articles/kings-vast

Cunningham, Douglas A. “Explosive Structure: Fragmenting the New Modernist War Narrative in The Hurt Locker”. Cineaction, 81 (2010).

Deleuze, Gilles. Cinema 1: The Movement-Image. Trans. Hugh Tomlinson and Barbara Habberjam. London: The Athlone Press, 1986 (original publication 1983).

Faye, Dennis. “Bombs Under Baghdad”. Writers Guild of America, West. 2009. http://www.wga.org/content/default.aspx?id=3662

Ferrell, Stephen. “Nine Oscar Nods for The Hurt Locker? Tell Us What You Think”. The New York Times. At War: Notes from the Front Line (blog). February 9, 2010. http://atwar.blogs.nytimes.com/2010/02/04/nine-oscar-nods-for-the-hurt-locker-tell-us-what-you-think/

Geng, Veronica. “Mistuh Kurtz—He Dead”. The New Yorker. September 3, 1979: 70.

Graham, Stephen. “When Life Itself is War: On the Urbanization of Military and Security Doctrine”. International Journal of Urban and Regional Research, 2011, 10.111: 1468–1488.

Glantz, Aaron. The War Comes Home: Washington’s Battle Against America’s Veterans. Berkeley: U of California P, 2009: 8–9.

Gunning, Tom. Illusions of the Past: Phantasmagoria and its Specters. Chicago: U of Chicago P, 2004. http://www.mediaarthistory.org/refresh/Programmatic%20key%20texts/pdfs/Gunning.pdf

Hagen, William H. “Apocalypse Now: Joseph Conrad and the Television War”. In Hollywood as Historian: American Film in a Cultural Context, edited by Peter C. Rollins. Louisville: U of Kentucky P, 1983.

Hellmann, John. “Vietnam and the Hollywood Genre Film: Inversions of American Mythology in The Deer Hunter and Apocalypse Now”. American Quarterly, Vol. 34, No. 4 (Autumn 1982).

Hoit, Kate. “The Hurt Locker Doesn’t Get This Vet’s Vote”. The Huffington Post. February 4, 2010. http://www.huffingtonpost.com/kate-hoit/the-hurt-locker-doesnt-ge_b_449043.html

James, David E. “Rock and Roll in Representations of the Invasion of Vietnam”. Representations, No. 29 (Winter 1990). Los Angeles: U of California P, 1990: 78–98.

Jones, Jonathan. “Painting with Light”. The Guardian. Cultural Section. July 9, 2003.

Kellner, Douglas. Cinema Wars: Hollywood Film and Politics in the Bush-Cheney Era. UK: Blackwell, 2010.

King, Geoff. “Seriously Spectacular: ‘Authenticity’ and ‘Art’ in the War Epic”. In Hollywood and the War: The Film Reader, edited by J. David Slocum. In Focus Series. New York: Routledge, 2006.

Lea, Tom. “Peleliu: Tom Lea Paints Island Invasion”. Life Magazine. June 11, 1945.

Oettermann, Stephan. The Panorama. Trans. Deborah Lucas Schneider. New York: Urzone, 1997.

Ondaatje, Michael. The Conversations: Walter Murch and the Art of Editing Films. UK: Bloomsbury, 2002.

Stewart, Garrett. “Coppola’s Conrad: The Repetitions of Complicity”. Critical Inquiry, Vol. 7, No. 3 (Spring 1981): 455–474.

Storaro, Vittorio. “Apocalypse Now”. Scrivere con la luce/Writing with Light. Rome: Accademia Dell’ Immagine, 2001: 276–291.

Thompson, Patricia. “Risk and Valor: The Hurt Locker”. American Cinematographer (July 2009). http://www.patriciathomson.net/AC-Hurt_Locker.html

Virilio, Paul. War and Cinema: the Logistics of Perception. Trans. Patrick Camiller. London: Verso, 1984.

John Trafton has recently completed his VIVA, defending his thesis titled “Genre Memory in the Twenty-First Century American War Film: How Post-9/11 American War Cinema Reinvents Genre Codes and Notions of National Identity.” This thesis, part of a forthcoming monograph with Wayne State University Press (to be released in 2013), explores how the American War films reinvent war film forms of the past in order to provide the genre with a new orientation. His research interests include filmic treatments of historical events, documentary film, New Hollywood cinema, and the war film. Hailing from Southern California, he also holds an MSc in Comparative Literature from the University of Edinburgh and a B.A. in Film Studies and screenwriting from Chapman University.

Frames # 2 BAFTSS 21-11-2012. This article © John Trafton. This article has been blind peer-reviewed.

Letter from the Editors

For the second issue of Frames, we are pleased to be collaborating with the British Association of Film Television and Screen Studies (BAFTSS). BAFTSS is the representative body for scholars engaged in the study, research and teaching of the medium of film, television, and screen media in the UK. Frames will be devoting one issue a year to publishing the work of BAFTSS affiliated scholars, a partnership about which we are extremely pleased and excited. As an academic journal still in its early stages, we look forward to working together with BAFTSS, also a relatively new organisation, to provide a platform for new academic work. Judging by the quality of the articles we received for the autumn 2012 issue of Frames, there is a lot of exciting scholarship to look forward to.

We are especially proud of the essays contributed by the BAFTSS Postgraduate Essay Contest winner and finalists. As a journal run by postgraduate students, we understand the importance of finding outlets to publish our work. Frames is proud to provide a platform for emerging voices in the field of film studies. Stephen Presence’s winning essay “An Investigation of Affect in the Cinema: Spectacle and Melodramatic Rhetoric in Nil By Mouth” argues for the re-examining of affective spectacle within contemporary cinema. Hannah Mowat’s “Nature Versus Architecture: Navigating the Threshold in Alain Resnais’s L’Année derniére á Marienbad, Stanley Kubrick’s The Shining, and Jessica Hausner’s Hotel” explores the tensions between constructed interiors and natural exteriors in these films, using Derrida’s work on thresholds to discuss doorways as fluid portals across which hostile relationships between natural and built environments are enacted. John Trafton’s essay “Things That Almost Killed Me: Apocalypse Now and The Hurt Locker and the Influence of 19th Century Spectacle Art in the War Film” looks at how these films render the trauma of witnessing and experiencing warfare, and discusses how each film works pre-cinematic spectacle into their re-working of war film genre codes. This range of essays demonstrates the fascinating work that we can look forward to from exciting new voices within film studies; we would like to congratulate our essay winners on their recognition from BAFTSS as such.

Our additional essays for this issue were also solicited from BAFTSS members, and conceptual interconnections between them abound. Perhaps appropriately, all address the role of film and media within British culture and social life. Joe Barton’s essay “‘Welcome to Manchester’: Neoliberal Regeneration and 24 Hour Party People” considers how issues of urban regeneration and its underlying neoliberal logic pervade and problematise Michael Winterbottom’s 2002 comedic account of Manchester-based record label Factory, and its wider relationship to the city from the late 1970s onwards. In an essay entitled “Keeping It All in the (Nuclear) Family: Big Brother, Auntie BBC, Uncle Sam and George Orwell’s Nineteen Eighty-Four” Nigel Morris discusses British audience reception of two 1950s adaptations of George Orwell’s novel, attending to the different stylistic, institutional and ideological determinants in each adaptation. Amy Sargeant’s essay, entitled “Cinema, Aviation and Air-Mindedness in the 1920s,” investigates the imbrication of British cinema and cinematography with aviation in the 1920s, focusing in particular on the increasing ‘air-mindedness’ of the British public as films incorporated elements of aerial technologies into their formal designs.

We would like to thank all of our contributors for their rich and insightful explorations of a wide array of topics within the field film studies; we hope readers enjoy engaging with their work as much as we did.

For anybody returning to Frames after reading our inaugural issue, you will notice that we have made a number of changes to the website. We believe that the new look of the Frames website reflects our dedication to a high-quality reading experience, and matches the high standards set by the content of this issue. Mike Arrowsmith, Computer Officer at the University of St Andrews, deserves a huge thank-you for facilitating the redesign of the website.

We would also like to thank our many other collaborators who made this issue possible. Editorial team members Pasquale Cicchetti, Heath Iverson, Diana Popa and Giles Taylor provided invaluable support and assistance, as have all of our fellow PhD students at the University of St Andrews. Dr. Tom Rice (University of St Andrews) and Professor Robert Burgoyne (Head of Department and the Centre for Film Studies, University of St Andrews) also contributed much-appreciated advice and guidance during the preparation of this issue. Professor Dina Inordanova (University of St Andrews), Dr. Alex Marlow-Mann (University of Birmingham) and Dr. Rajinder Dudrah (University of Manchester) provided key liaison support between the Frames and BAFTSS editorial boards. And of course we would like to thank the BAFTSS editorial board for providing us with such high-quality postgraduate work, as well as members of the Frames editorial advisory board for their counsel and support.

 

Nature versus architecture: navigating the threshold in Alain Resnais’s L’Année dernière à Marienbad, Stanley Kubrick’s The Shining and Jessica Hausner’s Hotel

Introduction

This paper focuses on three films featuring traditional-style hotels that back on to natural surroundings: Alain Resnais’s L’Année dernière à Marienbad (1961) 1, [ Stanley Kubrick’s The Shining (1980) 2, and Jessica Hausner’s Hotel (2004).

Although approaches to these films, particularly Marienbad, have tended to focus on questions of temporality, my interest here is spatial. I shall examine the relationship between built interior and natural exterior through the thresholds that link and separate them. I shall look at the ways in which the hotel compound depends on an appropriation of the exterior that raises the issue of rightful ownership and establishes a tension between nature and architecture. This I shall tie to Jacques Derrida’s work on the threshold in the context of hospitality in order to posit their doorways as fluid portals across which hostile relationships between the natural and built environments are enacted. I shall extend his interpretation of the host-guest relationship by applying it beyond the purely social context to the spaces of architecture and nature. Through close analysis of selected scenes, I shall explore the potential – and limitations – of the hospitality approach to assess how architecture and nature might navigate the threshold in each case to lay claim to the status of host. On identifying its limitations, I shall raise the validity of applying an alternative concept of threshold space deriving from Michel Foucault, in which he posits the mirror as an interface that simultaneously embodies real and virtual spaces.

The hospitality paradigm

As part of the hospitality industry, the hotel has at base a clear contractual relation: what Derrida (drawing on Kant) has termed conditional hospitality (2000: 4). For an agreed fee, guests receive a “restricted right of temporary sojourn” (Friese, 2009: 58). Yet the concept of hospitality is fraught with ambiguity. Etymologically, the term is linked to hostility and the hostage. Moreover, in the original French, Derrida’s division between host and guest is blurred by the fact that the same word, hôte, is used for both. A conflict thus underpins the concept; one that Derrida acknowledges by describing it in terms of the threshold. The host accords the guest a “right of asylum by authorizing him to cross a threshold […] the line of which can be traced” (2000: 6). Yet at the same time, “if there is a door, there is no longer hospitality. […] Hospitality thus becomes the threshold or the door” (ibid.: 14). Consequently, “the question of limits is never far from the scene” (Dikeç, Clark and Barnett, 2009: 5).

Derrida’s hospitality is profoundly embedded in social relationships played out in specific locations, whereby guests and hosts are either individuals, communities or state structures. However, the juxtaposition in these films of the natural and built environments suggests that we may be dealing with a different kind of host-guest dynamic: that of nature versus architecture. At base, the hotel precinct – like the stately home and gardens before it – is underpinned by an aggressive appropriation of natural space (Williams, 1973: 106) that pits the human concept of land ownership and entitlement (Morgan, 2009: 113) against the fluid, ungraspable force of rurality (Murdoch and Pratt, 1997: 58).

There is a powerful sense in the stern, vertical lines that govern the outdoors in these films that the exterior – and its history – have been forcibly appropriated and shaped in order to provide commercialised leisure. In Marienbad, the amalgam of Baroque exteriors (drafted in from a variety of palaces around Munich) offers an image of nature that has been trimmed and channelled in the services of “pure convention”, in the words of M (Sacha Pitoëff), rather than those of historical accuracy (Fig. 1) 3.

Figure 1

The Shining’s Overlook Hotel, filled with photographic reminders of its illustrious past, features a similarly sculpted hedge maze that echoes the labyrinthine interior of the hotel (Fig. 2). There is a strong intimation that the appropriation of the site – formerly an Indian burial ground – was itself an act of violence.

Figure 2

Hotel’s neighbouring wood with its legend-laden cave, meanwhile, has written the rural exterior into its own history; its tourist literature capitalises on its myths (the woodland witch, the mysterious disappearance of a group of hikers in 1962). The institution even derives its name, Waldhaus, from the forest, which dominates its rear façade (Fig. 3).

Figure 3

I would therefore like to raise the possibility that these films engage with a broader application of the hospitality paradigm, whereby the threshold is not one of a conditional relationship between people, but of uneasy tolerance between forces: an interface between two opposing hosts (the primal force of nature and the rigid force of architecture), and two opposing guests (verdant settings forcibly subsumed into the hotel environs and the built structure whose continued presence depends on the cooperation of the natural environment). To explore this, I shall look more closely at the thresholds featured in these films in order to illustrate how each can be viewed as the axis across which a battle between nature and architecture is fought.

 Threatening thresholds

Marienbad’s central threshold is the window in A’s (Delphine Seyrig) room that, we are told, offers access to the garden (Fig. 4).

Figure 4

However, we never actually witness her accessing the exterior through it; indeed, at one point, X (Giorgio Albertazzi) suggests it may be jammed. The dangers of passing through a door to be exposed to the “other side” are nonetheless illustrated when A exits the ground-floor lounge and steps onto the balcony, only to be almost blinded by natural light, blending into the wall in an overexposed blur of white (Fig. 5). Here, exposure leads to over-exposure and the loss of the clear contours of the body.

Figure 5

Significantly, the only other site of overexposure in the film is A’s bedroom – the receptacle for the window threshold (Fig. 6).

Figure 6

The window is thus an ambivalent access point: it is functional in principle, but unreliable in practice, and proximity to it has the potential to blind and obliterate.

In The Shining, meanwhile, double doors offer an escape route to the exterior. They also allow Dick Hallorann (Scatman Crothers) to enter the hotel to help Danny (Danny Lloyd) and Wendy (Shelley Duvall). However, they are simultaneously a breach in the architectural fabric that leads almost directly to the treacherous maze, and one that lets the outside in. Furthermore, it is perennially unclear who – or what – is able to open them. As Hallorann approaches, they stand ajar, as if anticipating his arrival (Fig. 7).

Figure 7

We witness the difficulty that this powerfully-built man experiences in opening the doors any further, impeded by snowdrifts. Yet when it comes to the final chase, as Jack (Jack Nicholson) pursues his son, they stand wide open to facilitate Jack’s passage (Fig. 8).

Figure 8

As the only person who has preceded him is Danny – a slip of a boy – we are left with the impression that if there is no “someone” who can have forced them open, it must have been a “something”.

Hausner’s Hotel has a similarly eerie set of double doors leading from the basement to the neck of the woods (Fig. 9).

Figure 9

When receptionist Irene (Franziska Weisz) is initiated into her duties, the manager emphasises that she must keep them locked at all times, as “the devil never sleeps”. She ignores him, leaving them open on three occasions when she slips out for a cigarette (Fig. 10) 4. On the first occasion, nothing happens; the doors behind her remain reassuringly ajar. On the second, she turns to find that the doors have inexplicably swung shut but can still be opened. On the third, however, she finds them not only closed but locked against her.

Figure 10

These are ambivalent thresholds indeed. It is this idea of the fluid, unsettling delimitation that I should like to consider here as a means of exploring whether the relationship between nature and architecture may always be one of competition – and of hostility and hostage-taking – whereby both vie to occupy the position of host. I shall look here at the surfaces, both natural and constructed, in each of these films to examine how they act as a portal between inside and out, and how they are the source of a number of uncanny (dis)appearances.

Absorbent surfaces: uncanny (dis)appearances

The Shining

 Jeff Smith has described The Shining beautifully as a “disarrangement of surfaces” (1981: 64). I should like to focus here on the surfaces of the maze to the rear of the Overlook. From the outset, the towering hedge walls exude a leafy menace. Undaunted, Danny and Wendy head off to explore them (Fig. 11). The camera pans to the right: an ambiguous motion, as in doing so it reveals a maze map that indicates that its structure is relatively easy to navigate, but which simultaneously blocks the entrance. The camera cuts to Danny and Wendy. Suddenly, they are interrupted by one of the slow, mobile dissolves that permeate the film and establish a symbiosis between exterior and interior. We find ourselves following Jack across the hotel lobby.

Figure 11

Jack stops in front of a maze model that is an exact replica of the one outside (Fig. 12). A cut emphasises his god’s-eye view. This only serves to underscore the incongruity of the next shot, which requires us to reorient ourselves on two planes, vertical and horizontal. We find ourselves looking straight down on the model from an entirely different angle. Moreover, the maze has expanded in size and complexity, with a series of potentially endless passages on the peripheries that extend beyond the limits of the frame and thus our visual field. As the camera zooms in, we see two tiny figures – Danny and Wendy – moving in what we had assumed to be the model. Not only are they trapped in the maze, it seems, they are doubly trapped, as the maze itself is contained within the hotel. Moreover, the shift from assuming that Jack’s view is all-encompassing to an overhead vantage point that indicates a still-higher force at work that is invisible to him (and us) is extremely unsettling. From believing that the labyrinth is the domain of the outdoors, we are forced to consider that the omniscient viewpoint has shifted to the interior, and that the controlling force is the hotel itself.

Figure 12

The degree to which the hotel has co-opted this structure is again visible in its tortuous corridor structure, which is uncannily reminiscent of the twists and turns of the outdoor maze, compounded by the garish carpeting favoured by Kubrick throughout. In the scene in which Danny is lured into Room 237, these parallels are taken to the extreme (Fig. 13). We see Danny in close-up playing with his toy cars. In a reversal of the maze-model sequence, the camera gradually zooms out to reveal the boy at the centre of a geometric, maze-like pattern. A ball rolls down one of the lines on the carpet, coming to a halt just in front of him. The camera cuts to display the empty, tapering corridor.

Figure 13

In a shot/reverse-shot sequence, we accompany Danny to find the source of the mysterious ball, ending outside Room 237. All we can glimpse through the door is a closet clad in full-length mirrors. The scene that we had hoped might provide insight has ended with a surface that can only reflect our gaze back on itself.

However, it is the final sequence that reveals the absolute dominance of the hotel structure over the natural exterior. Danny rushes into the maze with his father in hot pursuit. He survives; Jack, meanwhile, is done for. Visibly weakening, Jack collapses against a hedge wall (Fig. 14). As day breaks, we see his frozen body, still in the maze. The camera switches to the interior, slowly approaching a set of old photographs lining the corridor outside the Gold Room. Their pattern recalls the maze model. As we hone in on a single figure in one of the photographs, dated 4th July, 1921, we realise it is Jack. His death in the maze has resulted in his complete absorption into the hotel’s history – through the hedge-lined exterior and onto the plastered walls of the interior. The final dissolve to an extreme close-up of Jack’s face offers further confirmation of this ultimate assimilation.

Figure 14

In The Shining, therefore, it is the hotel as host that co-opts the surfaces of nature as a means of incorporating the “guest” – and it does so to embellish its own past, literally sucking its residents into the photographs that document its history. Architecture here has mastered nature.

Hotel

In Hotel, we swiftly realise that interior surfaces are less solid than they seem. It is a film replete with images of disappearances as we see Irene – shot predominantly from behind – repeatedly subsumed into darkness (Fig. 15). Indeed, the film’s final image shows her, locked out of the hotel, being swallowed up by the forest.

Figure 15

Absorbency, however, is not a noted feature of functional architectural structures, valued for their impermeability. Yet in Hotel,it becomes increasingly apparent that anything physically located within the hotel is susceptible to being swallowed up by the structural fabric and “regurgitated” in the surrounding woods. Where we expect to come up against solid brickwork, we find instead a softness and penetrability more in keeping with foliage. Unlike The Shining, however, the exterior appears to be the dominant force. I would like to look here at two examples of seemingly literal interior absorption and external regurgitation. The first of these involves Irene’s “lucky charm”, her necklace. Before taking a swim, she places it carefully on a shelf in the changing cubicle. When she returns, it has vanished (Fig. 16).

Figure 16

It is only a few days later that the manageress announces that the necklace has been found – in the woods. The suggestion is that the interior acts as a conduit to the exterior. Foliage and brickwork have literally swapped surface characteristics, opening up a penetrability within the interior while positing the exterior not only as threatening, but potentially also as in control. Nature, it seems, may be capable of commanding and ensnaring the features of the interior.

This gives rise to what must be the most astonishing sequence in a film that otherwise plays out a tale of understated paranoia. Irene finds herself alone in one of the hotel corridors (Fig. 17). She looks to one side and the camera cuts to her from behind, receding into the darkness at the end of the corridor. But then we shift unexpectedly back to her, still in the corridor, apparently watching herself walk away. The “second Irene” follows in the footsteps of the first. The camera breaks the 180-degree rule repeatedly as we witness her progress into complete darkness, creating a proliferation of Irenes, each looking at another embodiment of herself outside our visual range. A change in the quality of the diegetic sound suggests that she has moved to the woods; moments later, trees emerge from the darkness. Irene again looks to her right, mirroring the gaze that initiated the sequence. A further 180-degree cut shows her from behind. Suddenly, a mysterious, faceless “third person” enters the scene as the camera rushes towards her. Irene turns and screams in terror.

Figure 17

It is feasible to argue, of course, that we are witnessing a dream sequence. Yet the subsequent scene shows us Irene settling down in a common-room armchair and falling asleep. If anything, then, the previous sequence predates any dream that Irene might have. Ultimately, our overriding impression is that the corridors of the hotel are inextricably linked to the exterior, that the exterior is capable of transporting its objects outdoors at will, and that it is only a matter of time before the forest will absorb Irene entirely, as it may well have done her predecessor, Eve, whose unexplained disappearance is still under investigation.

Hence, Hotel offers us a study in liminality that is the precise opposite of the one explored in The Shining. Whereas Kubrick’s Overlook Hotel swallows up its residents, in Hausner’s film, it is the exterior that invades and transforms the surfaces of the interior into a shadowy portal between indoors and outdoors. Here, the forest is the host, and the built environment very much in its thrall.

Marienbad

With its hypnotic narrative of repetition and disjunction, its endless corridors and insistent organ soundtrack, Marienbad is a profoundly unsettling filmic experience. I should like to focus here on A’s bedroom as an interior marked by external intrusions that is also a recurring site in which X and A’s competing versions of the previous year’s events play out. From the outset, it exudes a mystery all of its own, glimpsed in flashback as a dazzlingly white space decorated with a delicate pattern of foliage, full of light yet sparsely furnished (Fig. 18).

Figure 18

Over time, the furniture multiplies strangely (Fig. 19).

Figure 19

As X embellishes and imposes his story – apparently one of sexual conquest – the stucco foliage becomes visibly denser and more suffocating as natural light is blocked out (Fig. 20).

Figure 20

There is a suggestion here that there has been a return to nature, albeit a highly stylised and peculiarly unnatural one. Even A is ultimately forced into a costume parody of the natural, her feathered negligée transforming her into “part animal, part languishing fetish” (Wilson, 2006: 79). We seem to be witnessing a double battle between the “civilised” interior and the parasitic exterior: the attempt to subjugate the woman by cloaking her in appropriated nature that also serves to allow nature to enter the inner scene and slowly but surely take it over. Superficially, therefore, we might argue that, as in Hotel, nature is imposing its mark by evolving within the architectural space and taking over its contents, setting itself up as what initially appears to be a willing guest, only to reveal itself as a parasite.

However, there is a major difference between Marienbad and the other films treated here. Whereas we assume that the spaces in The Shining and Hotel are real, in Marienbad, the struggle for control centres on a virtual domain: the mind. This greatly problematises any attempt to position the film in terms of an encounter between architecture and the natural world, for nothing here can be deemed natural. The changes in furnishings are prompted by embellishments to the spoken narrative, whose hypnotic quality, in turn, attempts to overwrite the subconscious. Hence, at root, Marienbad is a story of the battle to control a shared memory rather than physical space. It is consequently difficult to justify applying even an extended version of the Derridean host-guest relation. Although hospitality is premised on social contracts that are as such intangible (cultural mores, laws, religious precepts, a sense of responsibility, etc.), the very fact that they are social means that they centre on the precise location of the human subject within the social structure. Marienbad’s pervading virtuality, however, means that non-locational interiority dictates the filmic narrative throughout, whereby the concept of the exterior and integrity of the architectural structure are both equally unreliable and, ultimately, irrelevant.

Marienbad is thus a film that never shifts beyond the liminality of the threshold. I would like to suggest here that there is an approach other than that of the hospitality paradigm that enables us to analyse it more effectively. I turn here to Foucault’s essay, Of Other Spaces, whose central premise is the definition of an alternative to social and state contractuality: states outside the norm, spaces of exception. He refers briefly to utopias – “sites with no real place” (1986: 24) – before moving on to discuss at length the spaces he calls heterotopias of deviation, defined as “outside of all places” (ibid.), subject to a constant “system of opening and closing that both isolates them and makes them penetrable” (ibid.: 26). The rooms and gardens in Marienbad fit both categories: as “no real place”, they are utopian, yet, as Foucault expressly notes, both gardens and historical hotels (as archival and commercialised institutions) are heterotopian. What interests me in particular is Foucault’s explicit reference to a further and enduringly liminal “other” that similarly combines these two forms of space, namely the mirror that acts as a further threshold, but one that links virtual and real. As a site of virtual space, the mirror is classified as a utopia; however, its physical reality as a tangible object also qualifies it as a heterotopia (ibid.: 24). Hence, this mirror transforms the space occupied by the beholder, making it both “absolutely real, connected with all the space that surrounds it, and absolutely unreal, since in order to be perceived it has to pass through this virtual point which is over there” (ibid.). Positing the threshold as a semi-real, semi-virtual “mirror” that acts as an axis between two heterotopias of deviation that are dependent on processes of “opening and closing” seems a promising approach to a film in which both nature and architecture are secondary to the endeavour to craft a shared memory.

I should like to look briefly at the mirrors that feature in Marienbad. The very first of these are introduced in the opening sequence that takes us through a collage of rooms and corridors, multiplied almost to infinity by the narrator’s monologue (Fig. 21). They are adorned with stucco foliage and reflect still more leafy plaster motifs in the interior. These palimpsests of greenery introduce layer upon layer of natural elements that have been transplanted and translated to the civilised interior.

Figure 21

Yet mirrors are ultimately deceptive. We see X listening intently to a conversation that we assume is being held by two hotel residents captured in the mirror by his head (Fig. 22).

Figure 22

Shortly afterwards, however, we discover that the dialogue is being carried out by another couple altogether. Mirrors, it seems, do not always reflect our expectations.

During the exchanges between X and A as they struggle for control of the narrative, A describes the mirror in her room in a sudden exuberance of detail (Fig. 23). It appears, containing a proliferation of self-images as we see A – and multiple reflections of her in yet another mirror – reproduced in its surface.

Figure 23

X immediately intervenes to deny that such a feature ever existed, describing a painting of a snowbound landscape in its place, which then literally supplants the mirror (Fig. 24). The mirror image is suddenly revealed to us as artifice as A’s multiple selves are overwritten by a historical representation that has little to do with either A or her Baroque surroundings.

Figure 24

Marienbad thus offers us a threshold that remains eternally uncrossed and that appears to contain traces of its architectural and natural settings without ever confirming the reality or supremacy of either. Its non-contiguous, unsubstantiated virtual spaces fall outside the logic of continuity editing or topographical coherence. They are never anything more than reflections and virtual projections. The threshold in Marienbad is hence not a portal; it is only ever a mirror, a space of exception that precludes hospitality.

Conclusion

I would like to end by reassessing the expanded interpretation of Derridean hospitality that I put forward as a means of exploring the tensions between natural and built environments mediated by a physical threshold. As my analysis suggests, this approach offers rich readings of films in which these environments are clearly (and contractually) delineated and posited as real. The Shining offers a compelling portrayal of a pre-eminent hotel space bending the forces of nature to its will via the threshold. In Hotel, meanwhile, the supremacy of the natural setting imposes itself by absorbing the interior through the architectural fabric of the Waldhaus. However, in Marienbad, the pervading virtuality of the space and the actions that take place within it indicate that we are witnessing a different battle – not one between nature and architecture centred on navigating the threshold to gain the status of “host”, but one to shape a shared memory. A contract of hospitality is thus still in the process of being drawn up. Consequently, the threshold can never be anything more than a threshold, a mirror that captures intangible pasts and unsubstantiated spaces. My suggestion here is that it cannot be theorised in the framework of the social and contractual relations that underpin the hospitality approach. Instead, it must be explored through a concept such as Foucault’s framework of the mirror that favours “other space” and allows for spaces of exception.

I started by positing my approach as spatial; as a potential avenue for further research, I would like to suggest how this paper might be extended by reintroducing the temporal – specifically with regard to history and collective memory. I have indicated how the spaces in each film can be viewed as a forcible appropriation of history: The Shining offers an indexical trace of the past in the form of its photographic archive; Hotel presents us with tourist literature that enables its residents to retrace the myths and mysteries of the neighbouring woods; Marienbad sets up a narrative battle whose aim is to situate and specify the events of the previous year. While the first two films absorb their inhabitants to supplement their archives, the latter offers a meditation on the actual – and artificial – process of creating a shared memory. As such, all three can be posited as meditations on collective memory. I would like to suggest that they explore our assumption that memory is a place – an indexical recollection that we can call upon to access and re-enact specific moments of time past. We assume also that our institutions – museums, archives, historical places, even our traditional hotels – are memory palaces that encapsulate these concrete moments so that we can visit them by paying the requisite “entry fee”. But what if the memory has no true basis in the past, is merely a figment of our present desire – or indeed, someone else’s? These seem to be the questions underpinning all three films. Where they overlap entirely is in their agreement that both the habitation and the creation of this memory site is a perilous process. Perhaps the site of collective memory is in fact the musealised “space” in which both the hospitality paradigm and Foucault’s alternative spaces can take up residence. As the ultimate “host”, it takes its inhabitants hostage; and as the mirror that simultaneously occupies real and virtual space, it has the power to inhabit – and take over – not only the body, but also the mind. And perhaps these films can thus be viewed not only in terms of the threshold battle between architecture and nature, but also as essays on the dangers of the attempted or enacted musealisation of memory 5.

Bibliography

Derrida, Jacques, “Hostipitality”, trans. by Barry Stocker with Forbes Morlock, Angelaki: Journal of the Theoretical Humanities, 5 (December 2000), 3-18.

Dikeç, Mustafa, Nigel Clark and Clive Barnett, “Extending Hospitality: Giving Space, Taking Time”, Paragraph, 32 (March 2009), 1-14.

Foucault, Michel, “Of Other Spaces”, trans. by Jay Miskowiec, Diacritics, 16 (Spring 1986), 22-27.

Friese, Heidrun, “The Limits of Hospitality”, Paragraph, 32 (March 2009), 51-68.

Morgan, Diane, “Trading Hospitality: Kant, Cosmopolitics and Commercium”, Paragraph, 32 (March, 2009), 105-122.

Murdoch, Jonathan and Andy C. Pratt, “From the Power of Topography to the Topography of Power: A Discourse on Strange Ruralities”, in Cloke, Paul, and Little, Jo (eds), Contested Countryside Cultures: Otherness, Marginalisation and Rurality, pp. 51-69 (London: Routledge, 1997).

Smith, Jeff, “Careening through Kubrick’s Space”, Chicago Review, 33 (Summer, 1981), 62-74.

Williams, Raymond, The Country and the City (Oxford: Oxford University Press, 1973).

Wilson, Emma, Alain Resnais (Manchester: Manchester University Press, 2006).

Filmography

 L’Année dernière à Marienbad/Last Year in Marienbad, dir. by Alain Resnais (Optimum Home Entertainment, 2005) [on DVD].

The Shining, dir. by Stanley Kubrick (Warner Home Video, 2007) [on DVD].

Hotel, dir. by Jessica Hausner (Artificial Eye, 2010) [on DVD].

Hannah Mowat is a PhD student in the Department of French at the University of Cambridge. After an undergraduate degree in French and Spanish, she spent 12 years working in Germany before returning to full-time education. Her research focuses on the role of gesture in contemporary Francophone film. Contact e-mail: hm201@cam.ac.uk.

Frames # 2 BAFTSS 21-11-2012. This article © Hannah Mowat. This article has been blind peer-reviewed.

Notes:

  1. Abbreviated to Marienbad throughout.
  2. The 142-minute US release.
  3. All screenshots have been captured from the DVDs of the films cited in the filmography.
  4. Multiple screenshots are read row by row, from left to right.
  5. The implications of the manipulation of collective memory in Resnais’s L’Année dernière à Marienbad are explored in a chapter by Hannah Mowat with Emma Wilson, appearing in: Nicholas Chare and Dominic Williams (eds), Representing Auschwitz: The Boundaries of Holocaust Testimony (Palgrave, forthcoming).

Cinema, Aviation and Airmindedness in Britain in the 1920s

Viewers of Mira Nair’s 2009 bio-pic., Amelia, could be forgiven for thinking that Earhart was the only successful aviatrix of the 1920s. There is a passing reference to three women who lost their lives attempting to cross the Atlantic and a cursory reference to an intrepid socialite who took to the air (perhaps intending the notoriously bohemian movie pilot, Pancho Barnes). 1 Elinor Smith, the stunt pilot and ‘Flying Flapper’ who, at sixteen, was the youngest ever to receive her license, is granted no more than a walk-on part. Indeed, the film nicely complements the ambitions of Earhart’s publicist and husband, G. P. Putnam, to promote ‘Lady Lindy’ during her lifetime as a unique commodity, and to champion her as the equivalent of another Putnam property, Charles Lindbergh. However, if Elinor Smith’s own autobiography is to be believed, Putnam’s representation of characters and events was not impartial. 2 Success in the air in the 1920s was not the prerogative of men – with a single exception serving to prove the rule. Nor was it, as Lord Brabazon of Tara reminded his readers, the preserve of Americans (eight years before Lindbergh’s solo flight, Captain John Alcock and Lieutenant Arthur Whitten Brown crossed the Atlantic in a more primitive plane with less sophisticated equipment and thus secured a Daily Mail prize that had lain unclaimed since 1913). 3 Nor was flying by aeroplane a novelty in the 1920s. 4 But, in the 1920s, as the aviator Alan Cobham and the aviatrix Pauline Gower recalled, the public became increasingly ‘airminded’. 5 The aeroplane established itself as an agent of war and peace and as an adjunct to leisure pursuits.

Here, I want to examine a variety of ways in which 1920s airmindedness was conveyed in contemporary British cinema, acknowledging especially the role of women, on the ground and in the air. I suggest that Amy Johnson’s record-breaking flights of the 1930s (she first flew solo to Australia in 1930 and to Tokyo and back in 1931) have been allowed to eclipse her precursors’ and her contemporaries’ achievements: in this respect, Amy is our Amelia. Media coverage, including Walter Summers’ 1932 Dual Control, starring Amy Johnson and her husband, Jim Mollison, as themselves, and the posthumous Herbert Wilcox 1942 bio-pic, They Flew Alone, dedicated ‘to all the Amy Johnsons of today’ in which Johnson, portrayed by Anna Neagle, abetted this process of exclusion. Some of Britain’s adventures in aviation were eagerly seized upon and thoroughly publicised at the time; some remained necessarily covert and undisclosed. As Clarence Winchester and F. L. Wills concluded in their exhaustive 1928 survey of aerial photography (introduced by Cobham and amply illustrated with stills supplied by Wills, a Fellow of the Royal Photographic Society, to promote his Aerofilms company), the heavier-than-air machine and the camera made rapid progress side by side: ‘Aerial survey and aerial photography are helping to develop aviation because as the public continue to see pictures of the earth from above, and aerial maps or pictures are continually being used, the world becomes more air-minded’. 6 People came to experience the spectacular view and the sensational thrill of flying personally, directly, or, more often, vicariously, through mediated representations.

War

An example of 1918 footage, held by the BFI National Archive, of manoeuvres at a British aerodrome, begins routinely with drilling (with and without rifles) and the raising and lowering of flags. Tests are shown on propellers and shells, and women are shown alongside men in the machine shop. When their work is done, the women join the men at a mixed forces concert party: a mascot dog is foregrounded. A staged alert, heralded by the ringing of a bell, summons the ground staff to their stations – and there is waving to the camera. There are aerial shots of fields with footballers, homing pigeons on roof tops and camouflaged buildings as an airship comes into land; Lady Sybil Grant mounts a dirigible.

During the war, maps produced by aerial survey were censored to prevent thedisclosure of ‘sensitive’ information to the enemy. After the war, Brabazon, who took charge of the Royal Flying Corps’ photographic unit in 1914, was able to comment, circumspectly, on the extent of the Army’s use of aerial intelligence in training, reconnaissance and operations. In his memoirs, he recalled :

We took pictures of trenches up to 12,000 feet and got superb relief by the enhanced base line. These were shown to the Staff by the usual viewing apparatus, but we also projected them to show relief, on the well-known principle of projecting one photograph through red and the other through green and viewing them through red and green spectacles. By this means the eye can see only the one picture it is meant to see, and so a stereoscopic effect is obtained. We took oblique photographs, for tank attacks, with cameras of up to seventy-two inch focal length – a remarkable feat. What I want to emphasise is that we were not amateurs playing at it. Also, it was comforting to think that we were always ahead of our allies and of the Germans, who were always looked upon as such optical experts. I think I am justified in saying this, for we once recovered one of our own cameras from a German plane – one they had obtained from one of our own planes shot down behind the lines. 7

Woods of Derby and Taylor and Hobson of Leicester are patriotically (but possibly misleadingly) credited with the manufacture of lenses as good as anything produced by Schott and Zeiss in Germany. 8 Winchester and Wills, in 1928, devoted much space to the consideration of the role of flying in the last war (in the tracking of troop movements; in the design of camouflage and decoys; in cartography). It also led to the improvement of gun cameras, a technique which continued to be used to train military pilots in anticipation of the next – shooting all the better to shoot: ‘the introduction of aerial photography completely changed the tactics of the war’, they concluded. 9

Feature films of the later 1920s commented on the significance of aviation and air warfare: in Harley Knoles’ 1927 Land of Hope and Glory, a Russian spy, Myra Almazov (Ruby Miller) seduces a young British engineer (Robin Irvine) to obtain his designs for a new aircraft engine. Maurice Elvey’s 1929 next war scenario, High Treason (an adaptation from Noël Pemberton-Billing’s stageplay), made extensive use of stock aerial footage of shells dropping (some taken through the side of the plane, some taken, as recommended by Winchester and Wills for survey purposes, through a glass plate in the plane’s undercarriage). 10 Elvey intercuts between point of view shots from the gunning plane – providing an aerial phantom ride and situating the spectator in the action – and point of view shots from other, indeterminate, positions in the sky, situating the spectator as omniscient observer of the action. Again, the film casts a motley crew of foreign spies and agents intent upon provoking a declaration of war, while a band of white siren-suited women intervene to prevent black leather-clad pilots from mounting their steeds. Women are cast as proponents of peace, resisting masculine bellicosity. Pilots of the First World War were commonly celebrated for their ‘chivalric’ dash and daring – those who returned, even if damaged (as in Victor Saville’s 1929 Kitty) – and the many more who had not. ‘Every flight is a romance, every record an epic’, rhapsodised David Lloyd George, Prime Minister of the Coalition Government from 1916, ‘They recall the old legends of chivalry’. 11 It was similarly predicted that any future war would be won or lost in the air.

Brabazon, himself a pilot before and after the First World War and Minister of Aircraft Production in the Second, declared in 1956 that ‘nothing astonishes me so much’ as the development of aviation during the last fifty years. 12 Paul Virilio subsequently commented on the improvement, spurred by warfare, of sighting instruments ‘side by side’ the ‘heavier than air machine’ that enabled and deployed them, generating an uninterrupted stream of images. Logistically, war came to be fought via images and sounds, rather than objects and things, and winning became ‘simply a matter of not losing sight of the opposition’. 13

Initially neglected by the military hierarchy, after the Battle of the Marne [September 1914] the aerial photograph was also to come to lay claim to a scientific objectivity comparable to that of medical or police photography. As a professional effort it was already nothing more than the interpretation of signs …. The secret of victory – predictive capability – would henceforth reside in high-powered reading and deciphering of negatives and films. 14

[T]he history of battle is primarily the history of radically changing fields of perception … war consists not so much in scoring territorial, economic or other material victories as in appropriating the ‘immateriality’ of perceptual fields. 15 Already, in 1928, Winchester and Wills proclaimed aerial photography’s ability to predict an enemy’s movements in the field of war.

Peace

In Sinclair Hill’s 1927 A Woman Redeemed, a young British pilot, Geoffrey Wayneflete (Brian Aherne), distinguished for his service in the Great War with a DSO and MC, hasdesigned a wireless controlled, pilotless aeroplane – effectively, what we now know in the operational field of battle as a drone. Inserted footage reminds the viewer of the consequences on people, buildings and the landscape. Geoffrey’s wife is appalled at the prospect but Geoffrey reassures her that this deadly weapon ‘shall make Britain strong enough to keep peace in the world’, in other words, peace in the world would be ensured by the guardianship, ‘in the right hands’, of a powerful, defencist, deterrent to war. Enemies of Britain and its Empire, a ‘proud Babylon’, again seek to steal the plans for their own devious ends, which remain politically ill-defined. Geoffrey’s loyalty to his country – and his wife – is duly tested by an assembled gathering of Ministers and Military Chiefs of Staff. 16 The capacity to cause mass deaths and destruction provoked some moral anxiety in countries possessing this power (a precursor of Mutually Assured Destruction in the Nuclear Age). The philosopher, Bertrand Russell, made a stand and declared himself a Pacifist with the advent of carpet bombing; more recently Mary Midgley (tacitly endorsing Virilio’s analysis) has questioned the use of drones, which further distance protagonists from an appreciation of actual objects and things. 17

Other commentators, in the 1920s, argued for the beneficent effects of improvements in aviation, and the constructive application of craft and instruments used in the past war to peacetime concerns: for aviation as a positive asset. Winchester and Wills enumerate the uses of flight and aerial photography in Meteorology, Forestry, the Planning of Towns and Railways, Education (including geography and archaeology) and Exploration (citing Cobham’s trips and the 1926 Byrd and Amundsen expeditions over the Arctic, for which equipment – lenses, plates, film – had to withstand extreme temperatures and atmospheric conditions. 18 Architects acquired a fetish for the ‘Bird’s Eye View’, drawn with the benefit of photographs, sometimes incorporating a clipped aircraft wing foreground, as if to demonstrate their modernist credentials; The Architectural Review published photographs supplied by Aerofilms, of Hendon. 19 ‘Airmindedness’ was more widely inculcated through the general press, seeking to boost post-war circulation, publishing photographs supplied by Aerofilms and the company’s competitors, alongside stories of record-breaking ventures and exhilarating exploits. Unsurprisingly, given its longstanding support of aviation and its sponsorship of Cobham, the Daily Mail won the bidding for exclusive rights to Amy Johnson’s account of her 1930 flight from Croydon to Darwin; laconically, she had told The Times: ‘This is just an ordinary flight, except that it is longer. Every woman will be doing this in five years’ time’. 20 Johnson spoke as a harbinger of the progressive democratisation of civilian flying, marked by its availability to and access by women.

Winchester and Wills applauded the expansion of aviation into post-war Commerce, with aviation continuing to serve particular vested geopolitical interests, even while it was vaunted as a means of promoting understanding between nations. In his foreword to Cobham’s 1925 Skyways, the Director of Civil Aviation, Major General Sir Sefton Brancker, advised:

I know of nothing more absorbing than long flights over new country; sea voyaging has always been accounted a romantic pursuit, but how much more romantic is flying, where a dreary waste of waters is replaced by snowy mountains, rushing rivers and mighty forests…. I trust that the reader will bear in mind the vital importance of rapid communications to the British Empire. These journeys are but the small beginnings of the vast network of regular air transport lines which will circumnavigate the globe in the future. The British must play a leading part in this great development – or cease to be an Empire. 21

Maps produced by the Empire Marketing Board in the late 1920s, indicating ‘Highways of Empire’, were suitably marked with sea and air routes, binding together the red territories and linking the centre of Empire to its outposts. In reducing the time of journeys, flight appeared to render the distance shorter. Film was likewise enlisted as an asset, as a means of displaying the Empire to Britons, ‘to persuade them of its validity, and to attract their support by ways of sentiment, purchases, settlement and defence’ and ‘to portray the actual and potential that progressive aeronautical technology offered for imperial trade and intercourse’. 22 Cobham foresaw a future for ‘luxurious aerial touring – vastly removed from the hardships endured by flight pioneers. 23

Cobham’s hardships were otherwise. However flattering, in theory, the romantic association with chivalry, the pressing mundane concern of many demobbed pilots in 1919 was simply to find work to which skills obtained and honed in wartime were suited:

I knew that I should have a difficult job in getting an appointment with an aviation company as pilot, but did not realise the immensity of my task until I discovered that there were about 22,000 pilots to be demobilised to around 22 civil pilots’ jobs to be filled. Luckily there were thousands of pilots who never wanted to fly again, but even so I was not in the running for a civil pilot’s job. 24

Cobham duly hired himself and a converted plane (its bomb and ammunition racks removed to accommodate passengers) to joy-riders, and reported to Airco (a competitor in aerial photography of Aerofilms – which also hired Cobham) and to newspapers intent on receiving ‘scoop’ shots of society and sporting events. For the de Havilland Hire Service, in 1921, he chauffeured a jockey from France to England and back. 25 Agents appreciated aerial shots of country estates to promote their sale; factories were photographed in oblique views to advertise the goods they produced; holiday resorts commissioned pictures for brochures, posters and postcards. Competing newsreels (Pathé, Gaumont, Movietone) not only took advantage of the speed that air delivery to film processors and distributors afforded, but also returned the favour by making pilots the subject of the news they reported. 26 Clubs, derbies, University Air Squadrons, RAF training, aerial lifeboats, aerial records and aerial acrobatics were included in Topical Budget programmes accompanying features. Sadly, there were also occasional reports of air disasters, including the crash of the airship R101 in October 1930. A Woman Redeemed acknowledged (and thus advertised) the assistance of former Royal Air Force personnel, the support of Imperial Airways and Croydon aerodrome.

The thrill of the chase and awe of the sheer speed of contemprary flight meanwhile prompted topical, fictional, speculation. In the 1928 Adrian Brunel and Ivor Montagu short, Day Dreams, a ‘Countess’ (Elsa Lanchester) commandeers an aeroplane in a failed attempt to rescue her from a ‘Rajah’ (Charles Laughton) by whom she has been abducted; Walter Forde’s 1928 comedy, Wait and See, ends with a chase by train, plane and automobile. Colonel J. C. Fitzmaurice – who became a commentator for Pauline Gower’s air displays – flew the Atlantic from east to west in 1926. Meanwhile, in Dorothy L. Sayers’ 1926 Clouds of Witness, Lord Peter Wimsey receives The Times (delivered to Corsica by air) before enlisting the help of a ‘world famous aviator’ to deliver the crucial document discovered in New York that will acquit his brother, on trial for murder, to the House of Lords. With time against Wimsey, the barometer falls: ‘reporters scribbled wildly and desperately stop-press announcements – lurid headlines, picturesque epithets and alarming weather predictions, to halt hurrying London on its way … This was news’. A war veteran who once dug out Major Wimsey from a trench, now sells newspapers from a stand on Kingsway and mutters: ‘Gawd ’elp ’im, ’e’s a real decent little blighter’. 27

For With Cobham to the Cape (1926), the celebrated pilot, with support from the Daily Mail and a Jaguar engine gifted by Siddeley, was accompanied by the Gaumont photographer, Basil Emmott, the engineer, Arthur Elliott, and various planes from which the journey is recorded: ‘A flight made for the purposes of investigating the possibilities of aviation in the African continent’, reads an opening intertitle. Maps are intercut, matched by the newspaper’s coverage, tracking Cobham’s progress from Greece across the Mediterranean to the Pyramids of Egypt, with intervening stops for fuel, ‘then towards Cairo and the blue waters of the Nile’, with RAF craft escorting Cobham over the city. In Luxor, he is greeted by a crowd of Arab men, women and children. A dam is announced as a ‘great British engineering triumph’, ‘enabling the flood waters of the Nile to be stored against the needs of the dry seasons’: gardens are seen in bloom in mid-December; elsewhere, damming allows for the cultivation of cotton. The natives – fellow members of the Imperial family – become darker as Cobham heads south; his flight over General Gordon’s last residency is noted, as is the memorial to Cecil Rhodes, ‘the Empire Maker’. The aeroplane itself, as a symbol of ‘civilisation’, akin to dams, mines and sewing machines, is set against primitive methods of transport, irrigation and cultivation. The ‘bad old days of the slave trade’ (in the abolition of which Britain’s role is implicit) are condemned. A polo match on donkeys provides light relief.  A landing ground is clearly shown; a new propeller gets fitted; yet more people turn out to greet Cobham, who duly meets a representative of the South African Air Force who, himself, flew from Cairo to the Cape in 1919. Crowds again welcome Cobham to the thriving city of Cape Town, with its beach and bustling shopping streets. Finally, on his return, Cobham proclaims ‘It was a great moment for us when we reached sight of Croydon’, the Gateway of Empire, while an Evening News stand announces COBHAM HOME AGAIN.

In its tone and title, With Cobham to the Cape invokes earlier celebrations of empire: ‘an 8,000 mile flight told in his own words’; ‘an all-British enterprise’ in its conception and achievement. A miniature union jack is attached to a wing spar during the course of the flight. Jeffrey Richards has noted a formula perfected by the pre-eminent writer of the late nineteenth-century, G. A. Henty, who presented British imperial heroes as the companion of his boy readers. This was subsequently imitated by Colonel F. S. Brereton’s book, With Allenby in Palestine, and the illustrated lecture of the 1910-1913 Antarctic expedition, delivered by the photographer Herbert Ponting, originally titled With Captain Scott R. N. to the South Pole. 28 While exhorting the civilising benefits of modern, mechanical engineering and expertise, With Cobham to the Cape appeals to older models of narrative and characterisation.

One of the films that Victor Saville regretted not making was ‘a documentary linking the reign of George V (1910-1936) with the development of aircraft’ while one of the films he did produce (but regretted) was Maurice Elvey’s 1927 The Flight Commander, which cast the flying ace and explorer, Cobham, as himself, saving an elaborately constructed Chinese village from bandits. Neither Estelle Brody nor John Stuart (familiar Elvey star casting), said Saville, could ‘save the picture’. 29 The attempt to capitalise on Cobham’s fame – through press and film coverage of flights to South Africa and Australia and the 1925 publication of Skyways – nevertheless proved a failure. 30

Leisure

The 1924 Pathé film, The Imperial Airway: The Work of the British Airways, released to coincide with the Empire Exhibition in London and the launching of the company, promotes Croydon, the expertise of its ground staff, and the safety of flying, by night and by day. Aerial shots of the aerodrome are intercut. Animated maps are used, here to convey the advantage in speed of air travel over boat and train within Europe. 31 But, in the 1920s, such trips were still regarded as a luxury. Solo flying, let alone owning ones own plane, was generally thought to be the preserve of the rich – or, at least, the richly sponsored.

While Cobham and Johnson both needed to publicise themselves, ‘Lucky’ Lindbergh was greatly assisted in his career by a fortuitous marriage to Anne Morrow, daughter of the influential diplomat, banker, and lawyer, Dwight Morrow. For some flyers sponsorships and endorsement deals with advertisers (from Oxo and Castrol, for Captain Alcock, to invitations received by Elinor Smith from cosmetics companies ) provided an essential subsidy. Shell and Castrol competed to claim credit for Johnson’s 1930 Australia trip; Gaumont sent funds; Dunlop made a payment in consideration of the use of its tyres; approaches were made by Waterman pens for recognition. 32 As Mary Cadogan observes, ‘Fetching photos. of women flyers were increasingly used to promote everything from toothpaste to tarpaulin’. 33 Such ads – comparable to the glamour bestowed by film starendorsers on lacklustre products – served to place aviation in the reader’s imagination, albeit not within immediate reach. In March 1929, The Tatler ran an article, ‘Keeping an Aeroplane of One’s Own’, by Sicele O’Brien, an aristocratic aviatrix who continued to fly even after losing a leg. O’Brien blithely explained that most modern light aeroplanes‘can be folded or opened by a girl single-handed in less than two minutes’:

When folded, a machine can be accommodated in an average-sized garage. It is,apparently, a comparatively easy matter to establish a ‘private aerodrome on one’s own estate’. 34

Unsurprisingly, many women who flew in the 1920s inherited or married into money and leisure. Lady Bailey (wife of a South African millionaire) flew solo to Cape Town in 1928; the Duchess of Bedford flew to India; Lady Drummond Haye was recorded on film touring by airship around the world. Mrs Elliott-Lynn set an altitude record in 1927, then, funded by her second husband, Sir James Heath, set off on a leisurely trip from Cape Town to Croydon. She also found time to write, with Stella Wolfe Murray, an account of her travels: Women and Flying (1929). These aristocratic and glamorous pioneers were nevertheless generous in the inspiration and support they afforded their less privileged successors.

At the opening of Alfred Hitchcock’s 1928 Champagne, an exhilarated, smudge-eyed Betty Balfour, as the daughter of an American millionaire businessman, descends from anaeroplane. Although Betty is here (as was Amelia, in the first instance) merely a passenger, the general press provides a loose context for the episode, with the DailyExpress and Daily Telegraph reporting Mrs Atkey’s Channel crossing in 1924 and the Daily Mail enthusiastically reporting Honor Pitman (15) in 1928 as ‘Girl Air Pilot’: beingsmall and light was an advantage. 35 Pauline Gower and Dorothy Spicer became the first girls to fly together to France, in a plane loaned to them by Amy Johnson. 36 Girls’ fiction, literally and metaphorically liberating and escapist, featured girl flyers, such as Kitty Smart (eloping by plane in 1911) and the girl flyer and sleuth, ‘Beryl of the Biplane’, in 1917, with the theme being taken up in the 1920s by annuals and the magazines, Sunbeam and Puck. 37 Winifred Brown was widely reported, at 22, as winner of the King’s Cup in 1922. However, I should like to suggest that a more specific model for Betty’s character in Champagne can be found in Harry Gordon Selfridge’s elder daughters, Violette and Rosalie, both married to pilots.

Harry Gordon Selfridge’s son acquired his pilot’s license at 24 and Harry Gordon himself – a friend of Victor Saville – was the first man in Britain to take a business flight, from London to Dublin, in 1919. From the outset, the Oxford Street did much to promote aviation, paying to exhibit Blériot’s plane after he won the £1,000 Daily Mail prize for crossing water in 1909. One fashion show, of leather outfits, was staged on the Observation Tower on the store’s roof and a Handley Page passenger plane fuselage was subsequently installed in store as the backdrop for a fashion show of the latest ‘flying clothes’. 38 Pauline Gower recommended breeches or trousers to women: ‘skirts are uncomfortable and draughty in an open machine and to learn quickly you must be free to concentrate freely on the matter in hand’. 39 Rosalie married the white Russian émigré aviator, Serge de Bolotoff. Violette Selfridge and her husband, the Viscount Jacques de Sibour, were seen off from Stag Lane aerodrome by Harry Gordon in 1928, on an adventure to hunt big game in Indo-China, circumnavigating the world in their Gipsy Moth. En route they mapped a new trail over the Burmese jungle down to Bangkok. Ignoring the challenges of such an epic journey, the Daily Mail excitedly reported that ‘Violette Selfridge will be wearing trousers’. She also packed a lace evening gown and twelve pairs of silk stockings in her luggage – hunting guns and fishing tackle being conveniently shipped ahead by the store. 40

In Champagne, Betty flies for fun rather than as a career to which many girls in the 1920s aspired. It is an extravagance her father (Gordon Harker) temporarily curtails (for her own good), but then reinstates at the end of the film, by paying for another flight, in order that his daughter can be re-united with her lover.

The greatest aviation film witnessed by British audiences in the 1920s was William Wellmann’s Wings (USA, 1927). Not only had its director fought as a pilot, its star, Richard Arlen, had trained in England and flown with the Royal Canadian Flying Corps. In addition, it employed a vast number of skilled airmen for its spectacular stunts and displays. When the film premiered in London in 1928, several ex-World War pilots admitted kicking the seat in front as they instinctively groped for a plane’s controls. 41 Picturegoer, the popular monthly magazine, enthused: ‘The air thrills of this vivid war romance make it a memorable production’; ‘it is the air stuff that matters’.

There is an epic grandeur in the clash of men and machines, and it is hard to imagine this being better presented from a dramatic or pictorial standpoint. The film is an example of sheer big-scale action, making a crude sentimental story unimportant.42

Caught up in 1927, as a débutante, in what Smith called ‘the transatlantc flight craze’ surrounding the accomplishments of Lindbergh, Chamberlain and Byrd, and inspired by the example and support of British aviatrices, Gower was overjoyed to receive thedownpayments on a two-seater Simmons Spartan as a 21st birthday present from her father, the solicitor and Conservative MP, Sir Robert Vaughan. 42 Gower was not physically strong, but flying provided a sport and a profession to which she could apply her mental stamina and agility. Meanwhile, Spicer, like Johnson, had worked in a London department store in order to pay for flying lessons. At the London Aeroplane Club, Stag Lane, she met Gower: ‘our average age when we joined forces was twenty’, she remembered. 43 Both acquired private ‘A’ licenses but it was decided that Spicer should specialise as the engineer in their partnership. Pauline, by 1931, had been awarded a commercial ‘B’ license (only the third woman in the world to receive one). Pathé’s 1931 Eve’s Film Review, A Really New Occupation for Eve, shows a joy-rider and one of the dogs – Rhua and Wendy – the constant companions in the Berkshire hut from which Gower and Spicer then ran operations. They furthered their business with a three-seater plane christened ‘Helen of Troy’ – ‘because it is a Spartan and sometimes goes wrong’, flying in derbies and pageants, taking joyriders over Hunstanton and accepting private commissions. 44 They were especially dismissive of male punters who boasted to them of their own wartime exploits in the air. Charles Grey, reviewing Gower’s 1938 memoir, commented that: ‘for six years these two girls did a job of sheer manual labour, which would have been more than enough for half the British working men of the country’. 45 Even frivolously named ‘Powder Puff Derbies’ – from which men were excluded – demonstrated and publicised the achievements that women had already garnered in the air, and in their command of aircraft. Gower’s predictions for the use of women pilots in any future war were realised, largely thanks to her own skillful lobbying. Gower was appointed head of the women’s section of the ATA in September 1939 and a director of BOAC in 1943. Giles Whittell suggests that the record-seeking celebrity attached to Johnson rendered her unsuitable for the role; furthermore, he suggests, Gower’s social status worked to Gower’s advantage, in the eyes of the military (and civilian) hierarchy. 46 It was, as yet, deemed inappropriate to despatch women into combat, but their contribution to the war effort, in ferrying Spitfires and Lancasters from base to base, is not to be underestimated.

In 1929, the American practitioner and historian of advertising, Frank Presbrey, declared that ‘three great inventions which have come into use in the twentieth century – the airplane, the motion picture and radio – have become advertising mediums’. 47 Moreover, film was peculiarly able to present certain types of subject matter better than rival media or art forms: for instance, the conquest of the air; warfare on land and sea; the chase; the horse race and other material in motion. Aerial photography was deployed both as an instrument of scientific record (the strong, steady flying at a constant altitude recommended for mapping purposes) and as an instrument of entertainment (with cameras recording the dives and rolls executed by pilots). In the 1920s, amidst fears that the peace could prove short-lived, cinema and aviation were showcased to their mutual advantage, advertising one another. From the monumental awe of Wings, through the thrills and spills of aerial acrobatics and sky-writing, to the purchase of a humble postcard, even on the ground airmindedness was firmly fixed in the public imagination.

This article is an extended version of a paper given at the 13th British Silent Film Festival, Leicester, 2010. Many thanks to Candyce Veal, SSEES, for her comments on the first draft.

Bibliography

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Boon, Timothy. Films of Fact: A History of Science in Documentary Films and  

     Television. London: Wallflower, 2008.

Bourke, Joanna. An Intimate History of Killing. London: Granta Books, 2000.

Cadogan, Mary. Women with Wings: Female Flyers in Fact and Fiction. London:

Macmillan, 1992.

Ceadel, Martin. Pacifism in Britain 1914-1945: The Defining of a Faith. Oxford:

Clarendon, Press, 1980.

Cobham, Alan. Skyways. London: Nisbet and Co., Ltd., 1925.

—————— My Flight to the Cape and Back. London: A. & C. Black, 1926.

Gilbert, James, ed.. Skywriting: An Aviation Anthology. London: M. 7 J. Hobbs and

Michael Joseph, 1978.

Gillies. Midge. Amy Johnson: Queen of the Air. London: Weidenfeld and Nicolson, 2003.

Gower, Pauline. Women With Wings. London: John Long, 1938.

Graham-White, Claude and Harper, Harry, eds.. The Aeroplane: Past,Present and

     Future. London: T. Warner Laurie, 1911.

Greene, Graham, and Greene, Hugh, eds.. The Spy’s Bedside Book [1957]. London:

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de Saint-Éxupery, Antoine. Wind, Sand and Stars [1939]. London: Heinemann, 1970.

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     King and High Treason.” In Scene Stealing, edited by Laraine Porter and Alan Burton,

94-101. Trowbridge: Flicks Books, 2003.

——————- “The Return of Mata Hari: A Woman Redeemed (Sinclair Hill, 1927).”

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Sayers, Dorothy L.. Clouds of Witness [1926]. London: Hodder and Stoughton, 2003.

Smith, Elinor. Aviatrix. New York and London: Harcourt Brace Jovanovich, 181.

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Camiller. London: Verso, 1989.

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Publishing, 1994.

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Filmography

Air Thrills (1931) EP 223

Amelia (Mira Nair USA 2009)

Day Dreams (Adrian Brunel and Ivor Montagu, 1929)

Dual Control (Walter Summers, 1932)

The Flight Commander (Maurice Elvey, 1927)

High Treason (Maurice Elvey, 1929)

The Imperial Airway: the work of the British Airways (1924)

Kitty (Victor Saville, 1929)

Land of Hope and Glory (Harley Knoles, 1927)

A Really New Occupation for Eve (1931) EP 222

They Flew Alone  (Herbert Wilcox, UK 1942)

Wait and See (Walter Forde, 1928)

Wings (William Wellmann, USA, 1927)

With Cobham to the Cape (1926)

A Woman Redeemed  (Sinclair Hill, 1927)

Amy Sargeant is the author of British Cinema: a critical history (BFI, 2005) and has written extensively on silent cinema. The article is based on a paper given at the 2010 British Silent Cinema Festival.

Frames # 2 BAFTSS 21-11-2012. This article © Amy Sargeant. This article has been blind peer-reviewed.

 

 

 

 

 

 

 

Notes:

  1. Elinor Smith, Aviatrix (New York and London: Harcourt Brace Jovanovich, 1981), 180.
  2. Smith, Aviatrix, ix and 69.
  3. J. T. C. Moore-Brabazon, The Brabazon Story (London: William Heinemann Ltd., 1956), 49.
  4. For pre-war pioneers and predictions for warfare, sport, leisure and commerce, see Claude Graham-White and Harry Harper, eds., The Aeroplane: Past, Present and Future (London: T. Warner Laurie, 1911). Graham-White, winner of the Gordon-Bennett Aviation Cup in 1910 and a Daily Mail prize (amongst other claims to fame) had flown around Blackpool Tower, generating souvenir postcards for holiday-makers on the beach. Colonel J. E. Capper, a contributor to the book, predicted in “The Aeroplane in Warfare” that reconnaissance; harassment and delay of the enemy; attack on flying machines and airships; direct attacks on convoys from ’planes carrying machine guns and quick transport of personnel and despatches would become possible: ‘As regards reconnaissance, we can form fairly accurate conclusions from peace experience. As regards the other points we can only form opinions’ (168-169). Charles Grey, future editor of The Aeroplane, who contributed observations on the prevention of air accidents, lobbied vociferously for Government investment in aviation before the First World War. Napoleon had used observation balloons during his Nile campaign of the 1790s.
  5. Pauline Gower, Women With Wings (London: John Long, 1938), 219; Alan Cobham, Skyways (London: Nisbet and Co. Ltd., 1925), 2: ‘I want the reader to imagine he or she is in the cockpit of the aeroplane, that I am the instructor, and that we are flying together’.
  6. Alan Cobham foreword to Clarence Winchester and F. L. Wills, eds., Aerial Photography: A Comprehensive Survey of its Practice and Development(London: Chapman and Hall, 1928), x.
  7. Brabazon,  Story, 104. See also, H. R. Berndorff, “Carrier Pigeons” [1930], in Graham Greene and Hugh Greene, The Spy’s Bedside Book [1957] (London: Hutchinson, 2007), 209: ‘The British Secret Service agents had noted that the carrier pigeons followed, in the one case, the course of the Rhine, and in the other the railway between Amsterdam and Thorn. They now had tiny cameras made, so light that they could be fastened to the birds’ tails. These appliances were fitted with clockwork, which at set times would expose portions of a film, and since a whole flight of pigeons was always released simultaneously, and their cameras could be set to make exposures at different times, it would be possible to obtain a fairly continuous series of photographs’.
  8.  Brabazon, Story, 101. Jena established a reputaion as the centre of manufacture in the eighteenth-century, providing lenses for microscopes. The Zeiss factory was duly seized as a Russian war trophy and moved wholesale to the Ukraine.
  9. “The Gun Camera and its Work”, in WInchester and Wills, Aerial Photography, 7 and 101-104. Aerial photography (as opposed to wartime dogfights) required straight and level flying – Cobham adopting the slogan ‘straight and steady’ to convince his post-war clientele of the safety of joy-riding excursions.
  10. For more re High Treason and Pemberton-Billing’s interests in aviation, see Amy Sargeant, “Utopia, Dystopia and Eutopia between the Wars: The King Who Was a King and High Treason,” in Scene-Stealing, eds. Laraine Porter and Alan Burton (Trowbridge: Flicks Books, 2003), 94-101.
  11. See Joanna Bourke, An Intimate History of Killing (London: Granta Books, 2000), 59.
  12. Brabazon, Story, 46; compare Brabazon, “The Future of Flying” in Graham-White and Harper, Aeroplane, 314.
  13. Paul Virilio, The Vision Machine [1988], trans. Julie Rose (London: BFI Publishing, 1994), 70; see also Winchester and Wills, Aerial Photography, 5.
  14. Virilio, Vision Machine, 48. Even before the war, pilots had flown with cameras to document solar eclipses. For the ‘predictive capability’ of aerial photography, see Winchester and Wills, Aerial Photography, 7.
  15. Virilio, War and Cinema: the logistics of perception [1984], trans. Patrick Camiller (London: Verso, 1989), 2.
  16. For  further discussion of the film, see Amy Sargeant, “The Return of Mata Hari: A Woman Redeemed (Sinclair Hill, 1927)”, Historical Journal of Film, Radio and Television, v.30 n.1 (2010): 37 – 54.
  17. For vicissitudes in and qualifications of Russell’s position, see Martin Ceadel, Pacificism in Britain 1914-1945: The Defining of a Faith (Oxford: Clarendon Press, 1980), 215-220, also Mary Midgley in conversation with ex-RAF pilot, John Nichols, Broadcasting House, BBC R4, June 10, 2012.
  18. Winchester and Wills, Aerial Photography, 144. In 1928, Hubert Wilkins flew from Point Barrow to Spitsbergen, but did not cross the Pole. BBC TV’s 2011 Frozen Planet similarly required highly specialised equipment.
  19. See, for instance, “Rural and Urban England: Chaos Unlimited”, The Architectural Review, July 1929: 42. In 1923, in Vers Une Architecture, the Swiss architect Charles-Édouard Jeanneret [Le Corbusier] celebrated aeroplanes as a triumph of functional design; in his 1935 essay, “Aircraft” he declared it the symbol of the NEW AGE: it ‘carries our hearts above mediocre things’, it ‘has given us the bird’s eye view. When the eye sees clearly, the mind makes a clear decision’(for Le Corbusier, significantly, the plan of a building – a view from above – was famously its ‘generator’, as opposed to its elevation or section): see James Gilbert, ed., Skywriting: An Aviation Anthology (London: M. & J. Hobbs and Michael Joseph, 1978), 265; also Sam Smiles, Flight and the Artistic Imagination (London: Compton Verney in association with Paul Holberton Publishing, 2012).
  20. Midge Gillies, Amy Johnson: Queen of the Air (London: Weidenfeld and Nicolson, 2003),140-141.
  21. Foreword to Cobham Skyways, v–vi. Brancker flew with Cobham to India.
  22. Gordon H. Pirie, “Cinema and British Imperial Civil Aviation, 1919–1939”, Historical Journal of Film, Radio and Television, v. 23 n. 2 (2003): 117. See also, for instance, Scott Anthony and Oliver Green, British Aviation Posters (Farnham: Lund Humphries in conjunction with British Airways, 2012), 50.
  23. Cobham, Skyways, 6 and 304.
  24. Cobham, Skyways, 9.
  25. Cobham, Skyways, 114.
  26. Cobham, Skyways, 201 and 215- 219: Amongst numerous newspaper and newsreel ‘drops’, Cobham recalls, especially, stunts performed for the Williamson Film Printing Co., a subsidiary of a picture house circuit.
  27. Dorothy L. Sayers, Clouds of Witness [1926] (London: Hodder and Stoughton, 2003), 256. In 1926, Antoine de Saint-Éxupery enrolled as a student airline pilot for the French postal service (taking the route from Toulouse to Dakar): see Wind, Sand and Stars [1939] (London: Heinemann, 1970), 3. Saint-Éxupery deemed aviation one of the highest accomplishments of the century, in its ability to ‘bring men together’.
  28. Jeffrey Richards, Films and British National Identity: From Dickens to Dad’s Army (Manchester: Manchester UP, 1997), 51.
  29. Cyril B. Rollins and Robert J. Wareing, Victor Saville (London: BFI Publishing, 1972) 3 and 11. Michael Paris, From the Wright Brothers to Top Gun (Manchester: Manchester University Press, 1995) notes that With Cobham to the Cape was the first in a series of With Cobham films. Indeed, the Royal Albert Hall archive holds the programme to a lecture given by Cobham on 16 October, 1926, ‘To Australia and Back by Seaplane’, including a miniature facsimile of his Daily Mail article, ‘What My Flight has Taught Me: the essential seaplane’ (9 October 1926). The gala performance was introduced by the RAF Band, augmented by songs, and included an address from the Prime Minister of Australia alongside the film recording Cobham’s return to London.
  30. See My Flight to the Cape and Back (London: A. & C. Black,1926).
  31. For commentary on the film as an early example of government funding – a distinctive feature of later documentary units – see Timothy Boon, Films of Fact: A History of Science in Documentary Films and Television (London: Wallflower, 2008), 34-35.
  32. Gillies, Amy Johnson, 161 and 182.
  33. Mary Cadogan, Women with Wings: Female Flyers in Fact and Fiction (London: Macmillan, 1992), 108.
  34. Gillies, Amy Johnson, 60.
  35. See Jenny Hammerton, For Ladies Only? (Hastings: The Projection Box, 2001), 102 and Daily Telegraph and Daily Express February 1924 re Mrs Atkey and ‘Girl Air Pilot’ Daily Mail, January 30, 1928, 1, re Honor Pitman.
  36. Gower, Women With Wings, 30.
  37. Cadogan, Female Flyers, 63 and 81-82. For  the boys’ equivalents, see the series of Boy’s Own Annuals and J. B. Priestley, Angel Pavement [1930] (London: Heinemann, 1969), 23.
  38. Lindy Woodhead, Shopping, Seduction and Mr Selfridge (London: Profile, 2007), 156; Gillies, Amy Johnson, 63. See also catalogue to the 2009 exhibition, curated by Woodhead, “Open to the World Since 1909”, n.p.: ‘Selfridges have put the man in the street in touch with aviation’.
  39. Gower, Women With Wings, 218.
  40. Woodhead, Shopping, 230.
  41. Gillies, Amy Johnson, 57.
  42. Wings”, Picturegoer, March 1929, 19; see also Kevin Brownlow notes to catalogue of the 24th Pordenone Silent Film Festival, 2010, 27. Picturegoer routinely reported aerial stunts and the activities of stunt doubles and cameramen: see, for instance, “Chasing News With a Film Camera”, Picturegoer, December 1925, 76. The American release coincided with ‘the transatlantic flight craze’.
  43. Spicer “Prologue” to Gower, Women With Wings, xv.
  44. Gower, Women with Wings, 70. The association of aviation with the British seaside has continued, with Roker Beach and Seaburn hosting Sunderland’s International Air Show.
  45. Quoted from The Aeroplane, by Giles Whittell, Spitfire Women of World War II (London: HarperPress, 2007), 57.
  46. Whittell, Spitfire Women, 12 and 44.
  47. Frank Presbrey, The History and Development of Advertising (New York: Doubleday, Doran & Co., Inc., 1929), 578.