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- Title
"SEE THE BIG PICTURE": CINEPLEX ENTERTAINMENT AND BRANDED CINEMAGOING.
- Authors
ORZEL, CHARLOTTE
- Abstract
This article examines the historical transformation of film exhibition since the early 2000s through a case study of Cineplex Entertainment, Canada's largest theatre chain. In line with broader shifts in the US-Canada theatrical market, Cineplex has responded to a period of crisis with movements toward consolidation, diversification, and the introduction of new premium screening options. Responding to these industrial shifts, the exhibitor's 2016 "See the Big Picture" branding campaign turned its marketing toward the personal, emotional, and nostalgic, evoking a Bourdieuian fun ethic that frames pleasure as a moral responsibility. In doing so, it revealed the theatre chain's investments in the middle- and upper-class audiences targeted by emerging diversification practices and premium screening technologies. This nostalgic turn positioned Cineplex and its newest activities in an imagined lineage with previous exhibition practices, allowing the chain to legitimize its newest offerings and its continued importance as a centre for public cultural life.
- Publication
Canadian Journal of Film Studies, 2023, Vol 32, Issue 1, p31
- ISSN
0847-5911
- Publication type
Article
- DOI
10.3138/CJFS-2022-0002