New Indies in old skins: the online audience building for The Hunt for Gollum
Author(s)
Meissner, N
Griffith University Author(s)
Year published
2016
Metadata
Show full item recordAbstract
The Internet has allowed some cultural entrepreneurs to access worldwide mass audiences. The Hunt for Gollum (2009) was one of the earliest success stories, reaching over twelve million viewers. Examples like this have led to numerous claims that the Internet revolutionizes the creative industries, allowing truly independent cultural entrepreneurship by re-defining financing, production, marketing, distribution and exhibition of creative products. While the Internet impacts the creative industries in a multitude of ways, this article argues that building audiences for independent films continues to follow traditional principles. ...
View more >The Internet has allowed some cultural entrepreneurs to access worldwide mass audiences. The Hunt for Gollum (2009) was one of the earliest success stories, reaching over twelve million viewers. Examples like this have led to numerous claims that the Internet revolutionizes the creative industries, allowing truly independent cultural entrepreneurship by re-defining financing, production, marketing, distribution and exhibition of creative products. While the Internet impacts the creative industries in a multitude of ways, this article argues that building audiences for independent films continues to follow traditional principles. It presents its argument in two stages: (I) it first identifies key principles of The Hunt for Gollum’s audience building, providing an insight into filmmaking practices of early twenty-first-century independent filmmakers, and (II) highlights the continuities in the audience building of independent films through a historical contextualization.
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View more >The Internet has allowed some cultural entrepreneurs to access worldwide mass audiences. The Hunt for Gollum (2009) was one of the earliest success stories, reaching over twelve million viewers. Examples like this have led to numerous claims that the Internet revolutionizes the creative industries, allowing truly independent cultural entrepreneurship by re-defining financing, production, marketing, distribution and exhibition of creative products. While the Internet impacts the creative industries in a multitude of ways, this article argues that building audiences for independent films continues to follow traditional principles. It presents its argument in two stages: (I) it first identifies key principles of The Hunt for Gollum’s audience building, providing an insight into filmmaking practices of early twenty-first-century independent filmmakers, and (II) highlights the continuities in the audience building of independent films through a historical contextualization.
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Journal Title
Journal of Media Practice
Volume
17
Issue
1
Subject
Screen and digital media
Communication and media studies
Media studies
Independent film
Audience building
Informal distribution
Cultural autonomy
Cultural entrepreneurship
Cultural flow