{"product_id":"selling-science-fiction-cinema-making-and-marketing-a-genre-9781477327333","title":"Selling Science Fiction Cinema: Making and Marketing a Genre","description":"\u003cp\u003e\u003cb\u003eHow science fiction films in the 1950s were marketed and helped create the broader genre itself.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e For Hollywood, the golden age of science fiction was also an age of anxiety. Amid rising competition, fluid audience habits, and increasing government regulation, studios of the 1950s struggled to make and sell the kinds of films that once were surefire winners. These conditions, the leading media scholar J. P. Telotte argues, catalyzed the incredible rise of science fiction. \u003cp\u003e Though science fiction films had existed since the earliest days of cinema, the SF genre as a whole continued to resist easy definition through the 1950s. In grappling with this developing genre, the industry began to consider new marketing approaches that viewed films as fluid texts and audiences as ever-changing. Drawing on trade reports, film reviews, pressbooks, trailers, and other archival materials, \u003ci\u003eSelling Science Fiction Cinema\u003c\/i\u003e reconstructs studio efforts to market a promising new genre and, in the process, shows how salesmanship influenced what that genre would become. Telotte uses such films as \u003ci\u003eThe Thing from Another World\u003c\/i\u003e, \u003ci\u003eForbidden Planet\u003c\/i\u003e, and \u003ci\u003eThe Blob\u003c\/i\u003e, as well as the influx of Japanese monster movies, to explore the shifting ways in which the industry reframed the SF genre to market to no-longer static audience expectations. Science fiction transformed the way Hollywood does business, just as Hollywood transformed the meaning of science fiction. \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e J. P. Telotte is a professor emeritus of film and media studies at the Georgia Institute of Technology. He is the author of \u003ci\u003eAnimating the Science Fiction Imagination\u003c\/i\u003e and \u003ci\u003eMovies, Modernism, and the Science Fiction Pulps\u003c\/i\u003e and a former coeditor for the film journal \u003ci\u003ePost Script\u003c\/i\u003e. \u003c\/p\u003e\u003cbr\u003e","brand":"University of Texas Press","offers":[{"title":"Default Title","offer_id":50390437396754,"sku":"9781477327333","price":47.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_bec44fa4-6589-4eee-b0e7-204e1231084f.jpg?v=1728947846","url":"https:\/\/surprise-castle.myshopify.com\/products\/selling-science-fiction-cinema-making-and-marketing-a-genre-9781477327333","provider":"Surprise Castle","version":"1.0","type":"link"}