How Does an Analysis of Audience Reception or Fan Activity Add to our Understanding of Blockbuster Culture?
There has been a considerable critical and analytical work done on the relationship between film and audience response, most of these theories centre around psychoanalytical examination of the interaction between image and viewer, how and why an audience empathises or identifies with the screen image and characters. These concepts are integral to an understanding of the blockbuster culture, how audience reception is influenced by the blockbuster’s proclivity for spectacle and audio-visual engulfment more so than other types of film that do not share the blockbuster’s magnitude. When referring here to the “blockbuster”, a diverse and multifarious terminology that can be defined in several ways such as having a large budget, grand scope, generic formula or emphasis on star, I shall be identifying the blockbuster in terms of “high concept”, that is to say films where “sections...are apt to exceed the requirement of the narrative and take on a quasi autonomous function,”
[1] with a reliance on set piece extravagance and concentration on spectacle and action over characterisation and plot. In this essay I focus my analysis on the interaction between moving image and audience psychology, particularly on how modes of audience reception work with and are influenced by the conventions of the modern blockbuster
[2], and in particular the relationship between fans and the blockbuster film, using Star Wars (1977) as a case study.
One of the central concepts in audience reception and psychoanalytical film theory is the notion of the film experience. It has been pointed out that the method of spectation in cinemas “makes the viewer more susceptible to the power of the message.”
[3] There are several qualities of the cinema experience that amplify this audience reaction: the darkness of the cinema combined with the centrality and enormity of the screen creates a heightened sense of attention on the image as focus of the audience’s concentration. The dark interior of the cinema means that the audience can no longer see themselves which can have the effect of dissolving the audience’s awareness of themselves as separate spectators and absorb them into the world that is presented on screen. The combination of huge image and overbearing sounds creates a “vastly oversized representation of the real”
[4] that dominates the audience’s attention. These elements combine with the social practice of cinema going; the deliberate action of going to view a film implies the willingness of the audience to submit to the presentation of the image, a conscious decision to focus ones attention implicitly on the film and submerse oneself with the desire to watch and be entertained. In ascertaining the effect this has on the audience, Jean-Louis Baudry argues that “through the darkness of the theatre, the spectator’s relative passivity and through the hypnotic effect of the flickering light and shadow [the film produces] an artificially regressive state.”
[5] It could be argued that the effect of watching a film on the large screen can have this engrossing, hypnotising effect, however this suggests a lack of audience interaction with the film which I do not believe to be entirely true. Stephen Prince counters the psychoanalytic approach of implying submissive, voyeuristic audiences championed by critics such as Baudry by asserting that “psychoanalytic film theory fails to deal with the complex role that perceptual processes play in the viewer’s understanding of the visual media.”
[6] This conception of the audience’s ability to infer meaning and visually decode the film in thematic and structural terms is a more preferable interpretation of film reception, and is in many instances necessary to the understanding of viewing practices. If we take the example of a film such as Star Wars, a film often cited as typical blockbuster, the necessity for an engaged audience becomes apparent.
The film does contain several scenes of cinematic excess that break from the narrative and digress into pure spectacle. One such scene towards the climax of the film shows the protagonist, Luke Skywalker making an attack on the Death Star. As he does so the camera switches to a point of view shot of the spaceship descending into an attack run in a trench on the Death Star’s surface. The point of view shot combined with the speed and visual intensity of the action is typical of the blockbuster style of visual excess that is argued draws on the audience’s submission to the overwhelming, non-narrative visuals, providing only the scopophilic pleasure associated with the film’s escapism. However the film as a whole depends thematically on the audience to be able to decode the meta-narrative themes that are imbedded in the narrative and give the film a contextual underlying structure. By this I mean the visual motifs such as the opposition of good and evil as represented by the contrast between Darth Vader’s black costume and Luke Skywalker’s white garments that establish them as polar opposites and identifies their position within the film as linked to the dark or light side of the force. This theme as one example also relies on the audience’s awareness of the intertextuality of the film, which alludes to the classic conventions of the Western genre, where the dialogic of the good guy/ bad guy was similarly represented in the dress code of outlaw and the lawman (not to mention the portrayal of Han Solo as a cowboy- like gunslinger or the famous scene of Luke staring off into the setting suns which is reminiscent of John Ford’s The Searchers (1956)).
The film’s opposition between Vader and Skywalker
[7] can also be interpreted in contemporary terms as representative of the cultural struggle in American society at the time between youth and adulthood, where as a result of the era’s social upheaval from the fallout of the Vietnam War and the Watergate scandal, a mistrust and opposition to the established order resulted in the explosion of the youth countercultural movements of the late 1960s and early 1970s. Though the merits of Star Wars are not representative of all blockbuster films, they demonstrate how the blockbuster, which is often criticised as “lowest common denominator filmmaking”
[8], does not necessarily pacify or reduce the film audience to a state of mindless, objective voyeurism. It is even arguable that the inclusive and intertextual nature of blockbusters such as Star Wars or recent comic book adaptations such as Spiderman (2002), is in part responsible for the huge fan bases that films of this kind often produce.
Fandom, although not exclusive to blockbusters, is often associated with the cultural phenomena generated by the industrial practices intrinsic to the formulas of blockbuster production; often addressed as the prevalence for saturation marketing, block booking of cinemas, youth market targeting and the “production and distribution of a chain of interrelated cultural products”
[9] such as toys, soundtrack albums, video games and a whole host of ancillary merchandising which are geared toward maximum profitability for a return on the large investments that calculated blockbuster require. The presence of collectable merchandise such as action figures or trading cards is indicative of the trend of fan activity that orbits such popular blockbusters as Star Wars (and its sequels), The Lord of The Rings (2001) or Spiderman. The product tie-ins are promoted to extend the experience of the film outside the cinema in a process of cyclical marketing whereby the film promotes the merchandise which in turn promotes the film. However there first needs to be a deep enough interest in the film for such a marketing relationship to exist. Returning to theories of audience reception, it is possible to identify how this can occur. Graeme Turner argues that “there is a certainly an intense vicarious involvement offered to the cinema-goer”
[10], though rather than a insidious marketing brainwash as implied by some critics of popular culture such as Baudry, this fan interaction and indeed obsession can be explained in terms of audience identification with the screen image.
There is a powerful interplay between the image and the audience imagination especially with a film such as Star Wars which utilises such familiar thematic schemas in its narrative exposition. Christian Metz identifies as the ‘imaginary signifier’
[11], “referring to the fact that the reality which the filmed images call up is always absent, ‘present’ only in our imaginations.”
[12] The film’s ability to enter the audiences psyche, or rather the audience’s ability to enter psychologically into the films fictional construct creates a powerful attachment to the fictional narrative, one which the audience might wish to extend outside of the cinema where the intensity of the cinematic experience can quickly diminish. With Star Wars, whose plot focuses on the classic formative male experience of the Bildungsroman as elaborated and included in the archetypal heroic journey that Joseph Campbell describes in his work The Hero With a Thousand Faces, the identification is predominantly with the male audience. None the less, the association of Star Wars with a dominant cultural mythology imbues it a certain level of cultural significance. Matt Hills suggests that this “discourse provide[s] culturally meaningful and seemingly sanctioned ways for fans to legitimate their fandom.”
[13] This of course fuels the market for the extra-theatrical experience and allows the filmmakers to capitalise on the film’s success in the ancillary markets.
A common feature, symptomatic of fanaticism surrounding a particular film is repeat viewings. It is often argued that the hysteria surrounding certain film releases is a direct result of the saturation marketing that Richard Maltby criticises for being part of what he calls the “juvenilization of American cinema.”
[14] However this is not necessarily true of all blockbusters, one only needs to look at the colossal marketing campaign for films such as Godzilla (1998) and its subsequent inability to perform as expected at the box office to realise that audiences are capable of mature, rational (and obviously negative) responses to the bombardment of advertising, if the film does not live up to the hype that its distributors create around it. For some blockbusters though, a cult of ardent fans emerges with an overwhelming presence that can turn the films into cultural events. The reaction of audiences to these films it has been argued helps establish the studios practice of formulaic repetition in the hope of rekindling the success of their highest grossing pictures. William Paul goes further to argue that:
“There is a kind of reciprocal influence that exists between film producing companies and their audiences that is determined by the way the companies address their audiences: new exhibition practices which occur in response to changing demographics and market pressures, in turn, help transform audience expectations of the movie going experience.”
[15]In the 1970s and 80s this trend related to the increased target marketing of the youth demographic, focussing on their increasing levels of disposable income, this was extended to include the multi-product merchandising that Star Wars helped to establish as an industry standard with its ties to the Kenner toy company, that produced a vast range of action figures based on the film. The effect this was to have was to link the franchise with a youth audience, who extended the popularity of the film into contemporary culture. It could be suggested therefore that with the blockbuster there exists a symbiotic relationship between the audience’s willingness to indulge in the multi-merchandising enterprises that high concept films lend themselves to and the Fordian industrial practices of blockbuster production that create them.
The continued popularity of the blockbuster formula carries with it continued derision from critics. The source of blame often being the very popularity of the blockbuster has over the rest of the film industry. Peter Bogdanovich lamented that this type of film was “devastating to making artistic, smaller films.”
[16] It is often argued that the blockbuster, emerging out of the “New Hollywood” era of the 1970s damned the studios into dependence on the huge box office receipts that the blockbuster could promise. It is argued that this resulted in formulaic and repetitive overdependence on action and spectacle for the purposes of marketing; Screenwriter Dan Gordon stated that “I try and write action sequences that will serve the movie and provide the spring-board for the video-game.”
[17] This is the common criticism, that the blockbuster marks the death of artistic integrity for the sake of commercial dependence. Yet despite this criticism, blockbusters still make up the staple of Hollywood production, because of their very nature as multi-marketable products, and continue to push higher the limits of audience attendance on a seemingly yearly basis. With each new release, there is the accompanying criticism that these films lack cinematic merit, however this does not stop some of the films becoming enormous successes whilst many very quickly fail to capture the public imagination, even the incredible successes of the comic book adaptations have their black sheep, however this doesn’t stop the forward motion of blockbusters and their sequel franchises. Clearly the fact that blockbusters are still viable economic investments is suggestive that they are still appealing to a mass audience in what is after all a financially driven industry. Peter Biskind mentions that “all the New Hollywood directors believed that being an auteur meant making personal movies”
[18], however the creative control of George Lucas over Star Wars is seldom referred to with the same reverence in critical circles as the auteur directors of the 1970s such as Martin Scorsese or Robert Altman. Yet it was Steven Spielberg and George Lucas who defined what a modern blockbuster was, and survived the creative entropy of the New Hollywood and emerged into the 1980s as the most successful directors in Hollywood, which surely speaks to the credit and to the longevity of the blockbusters appeal to the mass audience.
[1] Murray Smith, Thesis on the Philosophy of Hollywood History, in Steve Neale and Murray Smith (eds.) Contemporary Hollywood Cinema, (London: Routledge, 1998) p. 13.
[2] Which I define in relation to standardised practices of high concept films following the success of Jaws in 1975.
[3] Graeme Turner, Film as Social Practice, 3rd ed. (London: Routledge, 1988) p. 128.
[4] Graeme Turner, Film as Social Practice, 3rd ed. (London: Routledge, 1988) p. 128.
[5] Graeme Turner, Film as Social Practice, 3rd ed. (London: Routledge, 1988) p. 129.
[6] Stephen Prince, Psychoanalytic Film Theory and the Problem of the Missing Spectator, in David Bordwell and Noel Carrol (eds.), Post-Theory: Reconstructing Film Studies, (Madison: University of Wisconsin Press, 1996) p. 77.
[7] Which in the sequel entered into a vastly more complex Oedipal dilemma.
[8] Julian Stringer (ed.), Movie Blockbusters, (London: Routledge, 2003) p.1.
[9] Richard Maltby, Nobody Knows Everything: Post-classical Historiographies and Consolidated Entertainment, in Steve Neale and Murray Smith (eds.) Contemporary Hollywood Cinema, (London: Routledge, 1998) p. 26.
[10] Graeme Turner, Film as Social Practice, 3rd ed. (London: Routledge, 1988) p. 128.
[11] See Psychoanalysis and the Cinema: the Imaginary Signifier (London: Macmillan, 1982) for further explanation of audience identification and the scopic drive.
[12] Graeme Turner, Film as Social Practice, 3rd ed. (London: Routledge, 1988) p. 129.
[13] Matt Hills, Star Wars in Fandom, Film Theory, and the Museum, in Julian Stringer (ed.), Movie Blockbusters, (London: Routledge, 2003) p. 187.
[14] Richard Maltby, Nobody Knows Everything: Post-classical Historiographies and Consolidated Entertainment, in Steve Neale and Murray Smith (eds.) Contemporary Hollywood Cinema, (London: Routledge, 1998) p. 35.
[15] William Paul, The K-Mart Audience at the Mall Movies, in Gregory A. Walker (ed.) Moviegoing in America, (Massachusetts: Blackwell Publishers Ltd, 2002) p. 283.
[16] Peter Biskind, Easy Riders Raging Bulls, (London: Bloomsbury, 1998) p. 255.
[17] William Paul, The K-Mart Audience at the Mall Movies, in Gregory A. Walker (ed.) Moviegoing in America, (Massachusetts: Blackwell Publishers Ltd, 2002) p. 283.
[18] Peter Biskind, Easy Riders Raging Bulls, (London: Bloomsbury, 1998) p. 339.