The first video cassette recorders were promoted in the s as an extension of broadcast television technology–a time-shifting device, a way to tape TV shows. From Betamax to Blockbuster: video stores and the invention of movies on video, by Joshua M. Greenberg, Cambridge, MA, MIT Press, Early advertising for Sony’s Betamax told potential purchasers “You don’t have to miss In From Betamax to Blockbuster, Joshua Greenberg explains how the.

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We tend to think of media in terms set out over fifty years ago by Shannon and Weaver.

Carrie marked it as to-read Jan 27, In his riff on the play, however, Stoppard puts Rosencranz and Guildenstern at the cen- ter of the story, relegating Hamlet, Claudius, and the rest of the royal family to the periphery. Nov 01, Travis Wagner rated it it was amazing. Analytically, therefore, he benefits, evading the need to frame his arguments with the disclaimer that future developments might throw hlockbuster spanner into his theoretical fo.

Decisions about whether a videotape should be sold or rented, where it should be betmaax, and how movies on video should be understood were the product of negotiations between these different actors, played out not in the board room or the courtroom but at the various layers of distribution and retail that ultimately shaped the consumption junction where consumers spent their money.

I remember a conversation a few years ago with the clerk that I was older then him and over both 16 and 18 I was 22 and that I didn’t need my parent’s permission to get my very own blockbuster card and that I could take out R-rated movies if I desired.

I have a few memories of going to the little video store “in town” and renting videos. Remember me on this computer. Jackie Chan’s 10 Best Films. As such, its style and bettamax is likely to be off-putting to a wide readership. The result was more than a new industry; by placing movies on cassette in the hands and control of consumers, video rental and sale led to a renegotiation of the boundary between medium and message, and ultimately a new relationship between audiences and movies.

A surprisingly lively exploration of the evolution of the home video cassette, and a broader case study of the co-option of enthusiast culture by broader mainstream interests. Further, by pulling his focus towards the VCR as a technological phenomenon, rather than a cultural one, Greenberg demonstrates his misgivings on the bifurcation of medium and message. In From Betamax to BlockbusterJoshua Greenberg explains how the combination of neighborhood video stores and the VCR created a world in which movies blockbister tangible consumer goods.


Supreme Court decided by a five-to-four margin that home taping did not constitute copyright infringe- ment, setting in place a betamxa understanding of the fair use of intellectual property,6 public opinion was decisively on the side of Sony and the ally it had played a part in forming, the Home Recording Rights Coalition, which betamxx seen as fighting for the rights of citizens everywhere against the media behemoths.

Brian McCullough rated it it betxmax ok Jul 09, It may have, bteamax I not fallen asleep every few pages.

From Betamax to Blockbuster by Joshua M. Greenberg

Daniel Carson marked it as to-read Jan 13, The authors’ whose works we share with you in PopMatters’ 80 Best Books of — from a couple of notable reissues to a number of excellent debuts blocjbuster poignantly capture how the political is deeply personal, and the personal frlm undeniably, and beautifully, universal. First, the machine can be a time-shifting device, an extension of broad- cast television technology.

He is, he states, less interested in the materiality of video technology, than in the knowledge systems which surround it. It was only after mainstream movies were released on prere- corded videocassettes that the cassettes began to assume an importance of their own. Printed and bound in the United States of America. The 21 Best Album Re-Issues of Inthe music world saw amazing reissues spanning rock titans to indie upstarts and electronic to pop of all stripes.

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From Betamax to Blockbuster | Josh Greenberg –

Nonetheless there are beamax of really good stories here about the hobbyists who started the videotape revolution, what motivated them and how home video morphed into the phenomenon we know today.

At the same time, the new video technology was itself a medium, bringing movies into homes around the country and trans- forming movies from experiences into commodified goods.

The Canonical History of the VCR The history of the VCR as a technology is surprisingly tricky to pin down, in bwtamax small part because it has lived at frok three distinct and often overlapping lives. As such, artist and aesthetic judgements, and in particular one decision made by Woody Allen over the video release of Manhattanhave had lasting impact on the way movies are viewed in the home.

The result, a profound shift in the meanings and values conferred by such images and their genre.

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From Betamax to Blockbuster by Joshua M. Greenberg – PopMatters

They probably stocked Betamax. Thus, the boundary between a movie and the technology mediating it was redrawn in the video era, with consequences that persist to this day.

To tackle that question, we must work our way up the distribution net- work from the consumers, putting mediators like distributors and retailers at the center blocknuster the story and accounting for the development of home video from their perspective. Unbeknownst to them, this activity would initiate a sea change in the consumer landscape which would be highly influential in the triumph of VHS over Betamax, and would eventually generate a whole industry, and indeed lifestyle choice, centered around a night in with a movie.

The Best Jazz of David Neureuther rated it it was amazing Nov 09, Epepple rated it really liked it Jun 24, The more success- ful the movie or form, the more important and necessary the role played by this distribution network and the more complex the network itself.

It comes across as overly academic at times and I think it would have been better with a little tweaking toward mass appeal.

This channel is not viewed primarily in terms of its in-betweenness, but rather in terms of the information that it carries from one side to the other—it, is the very act of carrying information, in other words, that makes something a medium.

I remember a conversation a few years ago with the clerk that I was older then him and over both 16 and 18 I was 22 and that I didn’t need my parent’s per I’m sure this is a very nice book. Put simply, it was the philosophies and actions of, boockbuster, distributors and then retailers that really established how we came to understand video and the VCR as technologies for watching movies rather than brtamax time-shifting TV devices. Michael marked it as to-read May 14, As closure about the nature of movies on video was gradually achieved, one corporation in particular lev- eraged this newly stable technological frame into a nationwide network of identical consumption junctions.

Chris added it Aug 30, Inwhen Sony framed the first Betamax solely as bbetamax time-shifting device, none of fro was supposed to happen. Lists with This Book.

Greg added it Aug 20,