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  2. Show Sold Separately: Promos, Spoilers, and Other Media Paratexts

Show Sold Separately: Promos, Spoilers, and Other Media Paratexts

Jonathan Gray 2017
Read the book on NYUP's Open Access Books portal

It is virtually impossible to watch a movie or TV show without preconceived notions because of the hype that precedes them, while a host of media extensions guarantees them a life long past their air dates. An onslaught of information from print media, trailers, internet discussion, merchandising, podcasts, and guerilla marketing, we generally know something about upcoming movies and TV shows well before they are even released or aired. The extras, or “paratexts,” that surround viewing experiences are far from peripheral, shaping our understanding of them and informing our decisions about what to watch or not watch and even how to watch before we even sit down for a show.

Show Sold Separately gives critical attention to this ubiquitous but often overlooked phenomenon, examining paratexts like DVD bonus materials for The Lord of the Rings, spoilers for Lost, the opening credits of The Simpsons, Star Wars actions figures, press reviews for Friday Night Lights, the framing of Batman Begins, the videogame of The Thing, and the trailers for The Sweet Hereafter. Plucking these extra materials from the wings and giving them the spotlight they deserve, Jonathan Gray examines the world of film and television that exists before and after the show.

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ISBN(s)
  • 9780814731956 (paper)
  • 9780814731949 (hardcover)
Subject
  • Media Studies
  • Cultural Studies
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  • Table of Contents

  • Resources

  • Stats

  • Cover
  • Title Page
  • Copyright
  • Dedication
  • Contents
  • Acknowledgments
  • Introduction: Film, Television, and Off-Screen Studies
  • 1 From Spoilers to Spinoffs: A Theory of Paratexts
  • 2 Coming Soon! Hype, Intros, and Textual Beginnings
  • 3 Bonus Materials: Digital Auras and Authors
  • 4 Under a Long Shadow: 117 Sequels, Prequels, Pre-Texts, and Intertexts
  • 5 Spoiled and Mashed Up: Viewer-Created Paratexts
  • 6 In the World, Just Off Screen: Toys and Games
  • Conclusion: “In the DNA”: Creating across Paratexts
  • Notes
  • Index
  • About the Author

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  • Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings15
  • Chapter 3: Bonus Materials: Digital Auras and Authors4
  • Chapter 5: Spoiled and Mashed Up: Viewer-Created Paratexts2
  • Chapter 6: In the World, Just Off Screen: Toys and Games2
  • Conclusion: "In the DNA": Creating Across Paratexts2
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This 5 panel, top to bottom, image shows, in the first panel, a woman's hand on top of a series of black and beige maps and graphs with two text blocks, which read, in order, "Once Bennet sent me the specs on the satellite, I heard it--faintly whispering. It was encrypted. It was lousy with security, passwords and firewalls." In the second panel we see a woman's face from a window on a train. She has long brown hair and a thin, glowing face. Two texts blocks read, in order, "I had to go where I could talk to it. Where I could bypass the security." In the third panel we see a city street with various neon signs covered in what seem to be Chinese characters and a woman with short, dark hair and a leather jacket carrying a backpack. The text box reads "Like the arctic tundra, there are places where communications are easier." In the fourth panel another dark-haired woman is sitting on a small boat floating on a lake with a mountain and pasture behind her. The text box reads "And I had to make sure that this satellite heard my orders loud and clear." In the fifth panel we see a close-up of a woman's face, her hair pulled back in a ponytail, against a red, cloudy background. The text box reads "And for that, I'd travel as far as I would need to go..."

Heroes graphic novel, image

From Conclusion: "In the DNA": Creating Across Paratexts

A page from the Heroes graphic novel following the adventures of the transmediated hero Hana Gitelman.

This screen grab from the website for the show Heroes offers many options to travel to different areas of the site. The main section of the screen grab is dedicated to a section titled "Evolutions," which includes an image of 4 characters in a luminous bubble and the text "Go beyond your television screen and take the next leap foward with Heroes Evolutions. Dive into the Heroes universe with interactive mysteries, games, puzzles, character websites, and new stories you will only discover in the world of Heroes Evolutions. Online, offline, and on your phone, Heroes Evolutions brings the adventure into every corner of your world." Other links seen in this screen grab include "Heroes: Istory Interactive Series!" "Full Episodes," "Heroes Wiki," "Graphic Novels," "Heroes Rewind," and "Evolutions Official Sites."

Heroes "Evolutions" website, image

From Conclusion: "In the DNA": Creating Across Paratexts

The Heroes "Evolutions" website offers a portal into some of the show's many transmedia platforms.

A screengrab from the webpage titled "What Happened in Piedmont?" On the main part of the page (dominating the left 3/4ths) there is a blog-like post titled "Dr. Jeremy Stone." Beneath this title there is a line of text that reads "May 21st, 2008 10:33pm by Andrew / 8 comments / Trackback." There is then an image showing a picture of the fictional Dr. Jeremy Stone, several lines of official-looking text, a set of fingerprints, and a signature. Beneath this image are several lines of text that read: "Found another new access code for the Wildfire intranet... and this one unlocks the file on Dr. Stone himself: Jest or Enemy. Most of this information was already available on the website, but it's interesting all the same. It's also interesting that the government knew all about the ill will between Stone and Keene, though I'm not sure why they'd make a specific note of that in the Wildfire files. Unless, of course, Keene is also involved in this somehow. Based on this access code, it also seems clear that the personnel files, at least, are protected with anagrams... so the next thing is to figure out possible access codes for the file on Tsi Chou, the only remaining scientist on the team. Suggestions? Tags: wildfire, access codes, stone." The final 1/4th of the screen includes links to pages "Home, About Me, Access Codes," a section that reads " What's Going On? The government quarantined the town of Piedmont, UT in order to contain a deadly aliened virus codenamed Andromeda. The virus was stopped, but not before claiming a lot of lives. To read the short version of what happened, start here," an "email me" button, and links to various facebook accounts.

What Happened in Piedmont? blog, image

From Chapter 6: In the World, Just Off Screen: Toys and Games

A page from the What Happened in Piedmont? blog.

A photograph showing a set of 12 action figures, still in their plastic packaging, from the Star Wars franchise. Each action figure is included on the bottom left-hand side of the packaging with a large photograph of the actor or character taking up the majority of the package. Each package also includes the words "Star Wars" written in silver letters at the top center of the package accompanied by the gold starwars logo and the characters' name in a colored box beneath. Each package is also branded with the manufacturer name: "Kenner." The top row includes 4 action figures: Luke Skywalker wearing a white tunic, brown pants, and a black belt (with a black and orange color scheme), Princess Leia Organa wearing a white dress (with a black and blue color scheme), Ben (Obi-Wan) Kenobi wearing a brown robe (with a black and yellow color scheme), and Han Solo wearing a white shirt, black pants, and a black vest (with a black and green color scheme) from left to right. The middle row also includes 4 action figures: See-Threepio (C-3PO), a gold-encased robot (with a black and blue color scheme), Artoo-Detoo (R2-D2), a white, silver, and blue robot (with a black and blue color scheme), Darth Vader wearing a black cloak and black helmet (with a black and yellow color scheme), and a Stormtrooper in a white, plastic full body suit with a helmet (with a black and red color scheme) from left to right. The bottom row also includes 4 action figures: Chewbacca, a brown, hairy creature with a machine gun slung over his shoulder (with a black and yellow color scheme), Jawa, a small creature with a brown cloak (with a black and yellow color scheme), one of the Sand People wearing brown robes and a green-ish face mask (with a black and green color scheme), and a Death Squad Commander wearing a gray suit, black gloves, and a black helmet (with a black and blue color scheme).

1978 Star Wars 12-Backs, image

From Chapter 6: In the World, Just Off Screen: Toys and Games

Complete set of 1978 Star Wars 12-Backs, the first twelve figures released. From the collection of Gary Wines. Photograph by Gary Wines.

An advertisement for the television show Friday Night Lights displayed in three panels, top to bottom. In the top panel a a young, dark haired woman (on the left) is about to kiss a young man (on the right) wearing a blue and white letterman jacket. Both have their eyes closed and their mouths slightly open. In the second panel a black young man in a blue and white football uniform and helmet looks into the camera. His jersey has the number 20 on the shoulder pads. In the third panel four men wearing football uniforms and holding football helmets appear to be walking out of a dark, tiled tunnel and onto a football field. They face away from the camera and 3 of them have visible numbers on their jerseys: 20, 6, and 7. In between the second and third panels the title "Friday Night Lights" is written in yellow letters on a black background.

Friday Night Lights advertisement, image

From Chapter 5: Spoiled and Mashed Up: Viewer-Created Paratexts

An ad for the television show Friday Night Lights.

A page from the Wikiality website dedicated to Fox News. The page includes a lot of satirical, fictitious information about Fox News, including describing Fox News as "Our Leader's Glorious Official Republican Government News Network," stating that it was founded "one day after Rupert Murdoch became a US citizen," and that the CEO is "the holy ghost." The Wikiality logo also features a circle made out of puzzle pieces that form Stephen Colbert's face.

Wikiality website, image

From Chapter 5: Spoiled and Mashed Up: Viewer-Created Paratexts

A page from the Wikiality website featuring Fox News.

A split-screen image, the top of which features actor Andy Serkis crouching in front of a rocky background wearing a white body suit with his face exposed in a Gollum-esque expression. The bottom image shows the CGI-created Gollum character who looks remarkably like Andy Serkis.

Lord of the Rings Split-Screen DVD Feature, image

From Chapter 3: Bonus Materials: Digital Auras and Authors

A split-screen feature shows how Andy Serkis's performance determined the CGI Gollum's performance, further suggesting that special effects following human ability, not vice versa.

A menu screen elision overlaid on top of a hand-drawn map showing where in New Zealand certain aspects of the fictional "Middle Earth" were filmed. The menu allows the watcher to choose "Play all," or to pick from the following options: Emyn Muil, The Dead Marshes, Rohan, Edoras, Ithilien Fangorn Forest, Helm's Deep, or Main Menu.

A Two Towers DVD, image

From Chapter 3: Bonus Materials: Digital Auras and Authors

A Two Towers DVD elision of New Zealand and Middle Earth showing where in New Zealand certain aspects of the fictional "Middle Earth" were filmed.

A DVD box set made to look like two framed pictures, one of three cloaked travelers walking through a wooded glen towards a figure shrouded in mist and the other of a hand-drawn map featuring mountain ranges and many circuitous roads and dashed lines.

The Lord of the Rings: Two Towers box set, image

From Chapter 3: Bonus Materials: Digital Auras and Authors

The box set for The Lord of the Rings: Two Towers Platinum Series Special Extended Edition DVD box set

A crowded webpage offering the following options/sections: a "Free Profile" section which states "Enter information below to get started and get a free diet profile," a "The Biggest Loser Club" section which states "Be part of the NBC Phenomenon" and shows various other club members (both show contestants and others) advertising how much weight they lost and thanking The Biggest Loser for their success, a "What you get" section that lists the benefits of becoming a club member (including daily meal plans, personal progress journal, newsletter, and more), and an "Exclusive Video" section with a video ready to play titled "Say 'Basta' to Pasta!" The main colors used are The Biggest Loser brand blue and yellow.

The Biggest Loser's website, image

From Chapter 3: Bonus Materials: Digital Auras and Authors

A page from The Biggest Loser's website.

A screen grab from the Six Degrees website that shows a small screen with a partially played "character video" next to an image of a woman dressed in business clothes, arms crossed, with a brown pontyail, looking into the camera. The Six Degrees logo is at the top of the image, following by the tagline "Everyone is connected." At the bottom of the image there are 5 other actors, two women and three men, and the words "Make another connection."

Six Degrees teaser 4, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

Screen grab from the Six Degrees teaser website.

A screen grab from the Six Degrees website with the words "Question one Who are you? I am my Work. I am the sum of my experience. I am my future. I am my contribution" written in white letters on top of a blurry, purple image of various people in downtown New York City on the corner of Fifth Avenue.

Six Degrees teaser 3, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

Screen grab from the Six Degrees teaser website.

A screen grab from the Six Degrees website with the words "Tell us a little bit about yourself and discover a new connection" written in white letters on top of a blurry, purple image of various people hurrying along a city street.

Six Degrees teaser 2, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

Screen grab from the Six Degrees teaser website.

A screen grab from the Six Degrees website with the words "The guy at the coffee shop will soon be your good friend" written in white letters on top of a blurry, purple image of various people hurrying along a city street.

Six Degrees teaser 1, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

Screen grab from the Six Degrees teaser website.

A photo of an advertisement on a New York City subway train that says in capital purple letters "The man by the door will someday be your boss." Beneath those words is the website "u-r-connected.com."

Six Degrees advertisement 2, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

An advertisement for the television show Six Degrees on the New York City subway.

A photo of an advertisement on a New York City subway train that says in capital purple letters "You and the woman in red have a shared secret." Beneath those words is the website "u-r-connected.com." Another ad on the subway features the tag line "Everyone is Connected. From JJ Abrams, Producer of Lost" with a graphic of 6 degrees beneath that includes images of 6 actors. Below are the words "Six Degrees. Premieres Thursday September 21 10PM. ABC 7."

Six Degrees advertisement 1, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

An advertisement for the television show, Six Degrees on the New York City subway.

A film poster for the film The Blair Witch Project, of a woman's scared, watery eyes in front of a black forest with the words in white "In October 1994 three student filmmakers disappeared in the woods near Burkittsville, Maryland while shooting a documentary...A year later their footage was found." On the bottom of the poster in white letters below the woman's face are the words "The Blair Witch Project."

The Blair Witch Project advertisement, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

A poster for the film The Blair Witch Project.

A film poster for the film Jaws, with the words "JAWS" in large red letters at the top and a young woman swimming across the ocean beneath the letters. A large, great white shark, jaws open, comes up at her from below with the caption "The terrifying motion picture from the terrifying No. 1 best seller." The poster lists the actors in the film, including Roy Scheider, Robert Shaw, and Richard Dreyfuss.

Jaws advertisement, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

A poster for the film Jaws, featuring the classic illustration of the great white shark. Artwork by Roger Kastel.

A film poster for Steven Spielberg's film E.T.: The Extra-terrestrial, of a child's index finger touching a scaly alien's index finger with the starry night sky behind them and the planet earth below them with the taglines "His adventure on earth" and "He is afraid. He is totally alone. And he's 3,000,000 light years from home."

E.T. advertisement, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

A poster for the film E.T.. Design by Intralink Film Graphic Design. Artwork by John Alvin.

A film poster for the film Home Alone, of a young blonde boy in a red sweater (Macaulay Culkin) holding his hands to his face, yelling, with two men in black learing over his shoulders and the tag line "But don't worry. He Cooks. He Cleans. He kicks some butt" above the movie title and the line "A family comedy without the family" underneath the movie title.

Home Alone advertisement, image

From Chapter 2: Coming Soon! Hype, Intros, and Textual Beginnings

A poster for the film Home Alone, featuring Macaulay Culkin.

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