Shifting from Poster to Screen: Advertising and Cultural Consumption in Oltenian Cinema in the First Half of the 20th Century
Shifting from Poster to Screen: Advertising and Cultural Consumption in Oltenian Cinema in the First Half of the 20th Century

Summary/Abstract: The paper Shifting from poster to screen. Advertising and culturalconsumption in the Oltenian cinema in the first half of the XXth century looks into thesignificance of the interwar cinema as a phenomenon of social and cultural upgrade inOltenia. The analysis aims both infrastructure and to institutionalization of cinema hallsas well as advertising mechanisms and reception of the film by the audience. Localpress advertisements, colorful posters and street campaigns helped legitimize the filmas a product of modern culture, putting emphasis on international stars literaryadaptations and a highly praised language of promotion. The study demonstrates thatcinema in the interwar Oltenia wasn’t just an entertainment space, but also a visualeducation tool, of socialization and cultural democratization, reflecting the tensionbetween the public taste and the constraints imposed by the State.The paper Shifting from poster to screen. Advertising and cultural consumption in the Oltenian cinema in the first half of the XXth century looks into the significance of the interwar cinema as a phenomenon of social and cultural upgrade in Oltenia. The analysis aims both infrastructure and to institutionalization of cinema halls as well as advertising mechanisms and reception of the film by the audience. Local press advertisements, colorful posters and street campaigns helped legitimize the film as a product of modern culture, putting emphasis on international stars literary adaptations and a highly praised language of promotion. The study demonstrates that cinema in the interwar Oltenia wasn’t just an entertainment space, but also a visual education tool, of socialization and cultural democratization, reflecting the tension between the public taste and the constraints imposed by the State.

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