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dc.contributor.authorDavis, Charles H.en_NZ
dc.contributor.authorMichelle, Carolynen_NZ
dc.contributor.authorHardy, Annen_NZ
dc.contributor.authorHight, Craigen_NZ
dc.date.accessioned2018-08-07T23:45:37Z
dc.date.available2016en_NZ
dc.date.available2018-08-07T23:45:37Z
dc.date.issued2016en_NZ
dc.identifier.citationDavis, C. H., Michelle, C., Hardy, A., & Hight, C. (2016). Making global audiences for a Hollywood ‘blockbuster’ feature film: Marketability, playability and The Hobbit: An Unexpected Journey (2012). Journal of Fandom Studies, 4(1), 105–125. https://doi.org/10.1386/jfs.4.1.105_1en
dc.identifier.issn2046-6692en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/12015
dc.description.abstractThis article interprets two key concepts in movie marketing (marketability and play-ability) through an empirical examination of the effects of commercial interpellation of audiences for a Hollywood ‘blockbuster’ fantasy film, Peter Jackson’s The Hobbit: An Unexpected Journey (2012). The article reports results of two online surveys of Hobbit audiences, one in November 2012 in the weeks preceding theatrical release, and one in February–June 2013 among post-viewing audiences, employing a mixed-methods approach that includes Q sorting and a questionnaire. We identify and describe five main pre-release and five main post-viewing audience groups, show-ing that the film had greater marketability than playability. Three of the pre-release audience groups expressed a high degree of anticipation to see the film, but only one post-viewing audience group expressed a high degree of enjoyment, while the others expressed various degrees of disappointment. We discuss the attributes of the film that most affected the film’s marketability and playability for each of the audience groups during the interpellation process from prefiguration to reception.en_NZ
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherIntellect Ltd.en_NZ
dc.rightsThis is an author’s accepted version of an article published in the journal: Journal of Fandom Studies. © 2016 Intellect Ltd.
dc.subjectfansen_NZ
dc.subjectmarketabilityen_NZ
dc.subjectplayabilityen_NZ
dc.subjectaudiencesen_NZ
dc.subjectHollywood blockbustersen_NZ
dc.subjectHobbiten_NZ
dc.subjectTolkienen_NZ
dc.subjectPeter Jacksonen_NZ
dc.titleMaking global audiences for a Hollywood ‘blockbuster’ feature film: Marketability, playability and The Hobbit: An Unexpected Journey (2012)en_NZ
dc.typeJournal Article
dc.identifier.doi10.1386/jfs.4.1.105_1
dc.relation.isPartOfJournal of Fandom Studiesen_NZ
pubs.begin-page105
pubs.elements-id139358
pubs.end-page125
pubs.issue1en_NZ
pubs.organisational-group/Waikato
pubs.organisational-group/Waikato/2018 PBRF
pubs.organisational-group/Waikato/FASS
pubs.organisational-group/Waikato/FASS/2018 PBRF - FASS
pubs.organisational-group/Waikato/FASS/School of Arts
pubs.organisational-group/Waikato/FASS/School of Arts/Screen and Media Studies
pubs.organisational-group/Waikato/FASS/School of Social Sciences
pubs.organisational-group/Waikato/FASS/School of Social Sciences/Women's and Gender Studies
pubs.publisher-urlhttp://www.ingentaconnect.com/content/intellect/jfs/2016/00000004/00000001/art00007en_NZ
pubs.volume4en_NZ
dc.identifier.eissn2046-6706en_NZ


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