Abstract

This article examines the use of authorship discourses in the promotion of media content through a case study of the 2009 Star Trek film, directed by J. J. Abrams. Analyzing press interviews and promotional paratexts, I focus on the potential conflict in which a franchise long associated with a distinct auteur figure was rebooted by a different creator, and the implications for marketing Star Trek to different audiences: new viewers and longtime fans. I demonstrate the careful management involved in the establishment of film authorship, and how the association with a particular author figure shapes the identity of a franchise.

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Additional Information

ISSN
2578-4919
Print ISSN
2578-4900
Pages
pp. 46-66
Launched on MUSE
2017-01-07
Open Access
No
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