In this innovative study of early film exhibition, Joe Kember
demonstrates that prior to the emergence of a specific discipline
of screen acting and the arrival of picture personalities, the
early cinema inherited its human dimensions from diverse earlier
traditions of performance, from the magic lantern lecture to the
fairground and variety theatre. Uncovering new sources, including
previously neglected films, industrial documentation, memoirs,
trade and popular periodicals, the book reveals a rich landscape of
popular entertainments during the mid to late nineteenth and early
twentieth centuries, and charts the development of film
institutions in relation to this complex industrial context.
Marketing Modernity re-evaluates the relationship between early
film and the broader cultural conditions of industrial modernity.
Investigating such diverse topics as performance practices in music
hall and magic theatre, the celebrity of adventurer-cameramen, and
the exhibition of everyday life on screen, Kember argues that early
film shows offered new opportunities to recover a sense of intimacy
- a quality that was popularly considered to be under threat in the
rapidly modernising world of the 1890s and 1900s.
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