Choose an American feature-length narrative film made between 1930 and 1960, one we have not studied in class, and research how the film was marketed and reviewed during its original release. Materials you gather might include original movie reviews, posters, lobby cards, newspaper ads, trailers, and commercial “tie-ins” such as toys, games, and music.
You will need to find a minimum of five items, including at least two reviews.
Once you have completed this research, write a 1,500-word essay analyzing how the film was promoted and reviewed at the time of its original release. Questions to consider in your analysis:
What aspects of the film are highlighted (or downplayed) in the marketing campaign? [Its directors and/or stars? Its genre? Its (controversial) themes or social issues? Its use of (new) technology?]
What kinds of viewers does the marketing campaign appear to be targeting?
Does the look of the ad campaign relate to the film’s visual design? If so, how?
What aspects of the film are discussed (or avoided) in the reviews? Did critics consider the film controversial or innovative? If so, why and how?
Do reviews mention who saw the film and how they responded? What information about the film’s original audiences can be garnered from reviews?
Do reviews emphasize the same issues stressed in the studio’s ad campaign? If not, can you speculate on how and why they differ?
You are encouraged to use this assignment to begin exploring the topic you will eventually pursue for your research paper. Choose a film that highlights an issue that interests you:
a genre or type of film (science fiction, film noir, screwball comedy, “race movies”)
a social issue (Great Depression, World War II, race relations, homosexuality, crime)
a new technology (sound, color, widescreen, television)
an aspect of Hollywood history (the Production Code, anti-Communism, independent production, female filmmakers, Latinx stars)
Conversely, if you already have a film in mind, begin thinking about the historical issues that it raises. Please speak with Professor Stamp or your TA if you would like help choosing a film.
You are not required to do any additional research for this assignment beyond finding original marketing materials and reviews!
Please submit copies of your source material along with the essay.
**Links to online research resources here.
TIPS FOR THE MARKETING & RECEPTION PAPER
When collecting materials:
Collect at least five original sources, including items from the original marketing campaign and at least two original reviews.
Collect a range of marketing materials that show different aspects of the publicity campaign, rather than several similar posters.
Be sure posters and trailers are from the year of the film’s original US release (i.e., avoid DVD covers, trailers re-cut or re-made for later releases, international posters, etc.).
Be sure reviews are from the year of the film’s original US release (i.e., Rotten Tomatoes and Roger Ebert were not reviewing films before 1960).
When writing your essay:
Do not simply describe the materials you find; instead analyze how the film’s publicity campaign and its original reception relate to issues relevant to the film (i.e., early sound technology, controversial subject matter, new star, etc.).
Use the questions listed on the assignment prompt to help you analyze the material and develop an overall argument about it.
Formulate a strong thesis statement.
Weak thesis: Reviewers did not like The Public Enemy.
Strong thesis: The film’s publicity campaign promised viewers sensational depictions of violence and organized crime, tempered within a moralistic frame, but many reviewers expressed skepticism, suggesting the film merely romanticized gangsters.
Analyze the marketing and reception materials, not the film itself.
Read the sample essay on the marketing and reception of Dirty Harry (1971).
Review the grading rubric.
Before handing-in your essay:
Proof read and spell-check for errors.
Underline or italicize film titles (“quotation marks” or CAPS are incorrect).
Number your pages.
Check that all sources have been cited properly.
Check that your paper satisfies all categories on the grading sheet.
Include copies of all marketing materials and reviews discussed in your paper. For trailers please provide a url if available. A minimum of five items must be included.
Sample paper on Marketing & Reception of DIRTY HARRY Download Sample paper on Marketing & Reception of DIRTY HARRY
F+DM Chicago Style Citation Guide Download F+DM Chicago Style Citation Guide
Rubric
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