Popular European Cinema in the Platform Era: Circulation Cultures on YouTube
Over the last two decades, the platformization of viewing practices has transformed patterns of circulation, multiplying the possibilities for engagement with cinema: not only new viewing spaces themselves but also vast amounts of readily accessible related content (trailers, publicity, clips, etc....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Milano University Press
2024-04-01
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| Series: | Cinéma & Cie |
| Subjects: | |
| Online Access: | https://riviste.unimi.it/index.php/cinemaetcie/article/view/21011 |
| _version_ | 1797221076225228800 |
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| author | Valerio Coladonato Dom Holdaway Arianna Vietina |
| author_facet | Valerio Coladonato Dom Holdaway Arianna Vietina |
| author_sort | Valerio Coladonato |
| collection | DOAJ |
| description |
Over the last two decades, the platformization of viewing practices has transformed patterns of circulation, multiplying the possibilities for engagement with cinema: not only new viewing spaces themselves but also vast amounts of readily accessible related content (trailers, publicity, clips, etc.). The aim of this essay is to consider how these changes have impacted the potential for popular European cinema—which has historically strayed little from each national domestic market—to travel abroad and outside of “traditional” contexts of consumption. We shed some light on this question by examining how content related to a handful of highly successful European films is used on YouTube, the most widespread and accessible repository of online videos. Following a discussion of the changes in the digital distribution sphere, we identify the most lucrative European films from the five largest film markets of the continent—France, UK, Germany, Italy, Spain—since the launch of YouTube. Isolating seven examples, we then trace out their presence on the platform, questioning what kind of content relating to the films is available; engagement rates with these videos; indicators of local and global consumption; and what these results can tell us about the spectatorship habits of European cinema today.
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| first_indexed | 2024-04-24T12:59:41Z |
| format | Article |
| id | doaj.art-6105f952a86c4a81b426ee7ccf82a116 |
| institution | Directory Open Access Journal |
| issn | 2036-461X |
| language | English |
| last_indexed | 2024-04-24T12:59:41Z |
| publishDate | 2024-04-01 |
| publisher | Milano University Press |
| record_format | Article |
| series | Cinéma & Cie |
| spelling | doaj.art-6105f952a86c4a81b426ee7ccf82a1162024-04-05T15:29:36ZengMilano University PressCinéma & Cie2036-461X2024-04-01234110.54103/2036-461X/21011Popular European Cinema in the Platform Era: Circulation Cultures on YouTubeValerio Coladonato0Dom Holdaway1Arianna Vietina2Sapienza University of RomeUniversity of Urbino Carlo BoSapienza University of Rome Over the last two decades, the platformization of viewing practices has transformed patterns of circulation, multiplying the possibilities for engagement with cinema: not only new viewing spaces themselves but also vast amounts of readily accessible related content (trailers, publicity, clips, etc.). The aim of this essay is to consider how these changes have impacted the potential for popular European cinema—which has historically strayed little from each national domestic market—to travel abroad and outside of “traditional” contexts of consumption. We shed some light on this question by examining how content related to a handful of highly successful European films is used on YouTube, the most widespread and accessible repository of online videos. Following a discussion of the changes in the digital distribution sphere, we identify the most lucrative European films from the five largest film markets of the continent—France, UK, Germany, Italy, Spain—since the launch of YouTube. Isolating seven examples, we then trace out their presence on the platform, questioning what kind of content relating to the films is available; engagement rates with these videos; indicators of local and global consumption; and what these results can tell us about the spectatorship habits of European cinema today. https://riviste.unimi.it/index.php/cinemaetcie/article/view/21011European CinemaCirculationPlatformizationReceptionYouTube |
| spellingShingle | Valerio Coladonato Dom Holdaway Arianna Vietina Popular European Cinema in the Platform Era: Circulation Cultures on YouTube Cinéma & Cie European Cinema Circulation Platformization Reception YouTube |
| title | Popular European Cinema in the Platform Era: Circulation Cultures on YouTube |
| title_full | Popular European Cinema in the Platform Era: Circulation Cultures on YouTube |
| title_fullStr | Popular European Cinema in the Platform Era: Circulation Cultures on YouTube |
| title_full_unstemmed | Popular European Cinema in the Platform Era: Circulation Cultures on YouTube |
| title_short | Popular European Cinema in the Platform Era: Circulation Cultures on YouTube |
| title_sort | popular european cinema in the platform era circulation cultures on youtube |
| topic | European Cinema Circulation Platformization Reception YouTube |
| url | https://riviste.unimi.it/index.php/cinemaetcie/article/view/21011 |
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