No Marketing Blurb

Reception studies have made film audiences increasingly visible, while surveys track trends and policymakers gather information about audience preferences and demographics. But little attention has been paid to the specific contextual relationships and interactions between films and individuals that generate and sustain audiences. This monograph develops the idea of audiences as interactive and relational, introducing three innovative concepts: ‘personal film journeys’, five types of audience formations and five geographies of film provision. A major challenge of audience research is how to capture the richness of people’s social and cultural engagement with film. To achieve this, the book uses an innovative mixed-methods research and computational ontology. It develops ground-breaking theory and concepts and an innovative methodology based on an extensive data-set derived from the under-researched area of British regional film audiences.

"This timely volume engages with one of the most important shifts in recent film studies: the turn away from text-based analysis towards the viewer. Historically, this marks a return to early interest in the effect of film on the audience by psychoanalysts and psychologists, which was overtaken by concern with the 'effects' of film, linked to calls for censorship and moral panics rather than to understanding the mental and behavioral world of the spectator. Early cinema history has revealed the diversity of film-viewing habits, while traditional 'box office' studies, which treated the audience initially as a homogeneous market, have been replaced by the study of individual consumers and their motivations. Latterly, there has been a marked turn towards more sophisticated economic and sociological analysis of attendance data. And as the film experience fragments across multiple formats, the perceptual and cognitive experience of the individual viewer (who is also an auditor) has become increasingly accessible. With contributions from Gregory Waller, John Sedgwick and Martin Barker, this work spans the spectrum of contemporary audience studies, revealing work being done on local, non-theatrical and live digital transmission audiences, and on the relative attraction of large-scale, domestic and mobile platforms."--Publisher's website.

In Instructional Cinema and African Audiences in Colonial Kenya, 1926–1963, the author argues against the colonial logic instigating that films made for African audiences in Kenya influenced them to embrace certain elements of western civilization but Africans had nothing to offer in return. The author frames this logic as unidirectional approach purporting that Africans were passive recipients of colonial programs. Contrary to this understanding, the author insists that African viewers were active participants in the discourse of cinema in Kenya. Employing unorthodox means to protest mediocre films devoid of basic elements of film production, African spectators forced the colonial government to reconsider the way it produced films. The author frames the reconsideration as bidirectional approach. Instructional cinema first emerged as a tool to “educate” and “modernize” Africans, but it transformed into a contestable space of cultural and political power, a space that both sides appropriated to negotiate power and actualize their abstract ideas.

This book is a study of the contemporary audiences for quality period films, and their responses to these films, with reference to the critical debate which constructs many of these films as 'heritage films'.

This book confronts theoretical models on cinema as both a product and a catalyst of European modernity with new empirical work on the history of the social experience of cinema-going, film audiences and film exhibition.

Brings together an introduction to academic study of audiences as 'readers' of films and an investigation into how the film industry perceives audiences as part of its industrial practices. The appraoch draws on ideas from film, media and cultural studies to present an insight to what makes the biggest box office films attractive to audiences.