Postfilmowa Łódź i spojrzenie turysty. Sposoby wykorzystywania filmowych walorów miasta w przedsięwzięciach biznesowych i niekomercyjnych
Post-cinematic Łódź and the Tourist Gaze. The Uses of Film-related Features of the City in Business and Non-commercial Initiatives

Summary/Abstract: The text deals with the strategies of commercialisation of film heritage drawing on the example of the city of Łódź. It provides an analysis of the ways in which film emblems are used in commercial activities as well as in those intended for the public good. The scope of inquiry includes such tourist products as the Łódź Walk of Fame and the Łódź Fairy Tale Route, as well as Stare Kino Cinema Residence hotel (and Stare Kino cinema situated on its premises), Wytwórnia 3D cinema, Helios cinema, the Film School, the Film Museum and the Se-ma-for Museum of Animation. The study poses the question of film locations used as objects in film-induced tourism and proves that the film-related tourist products offered in Łódź are based on the modes of representation characteristic of Hollywood cinema, and, secondly, that in most cases they refer to Hollywood cinema as such. The local film traditions, whether those of Łódź or, more generally, of Polish origin, are pushed to the backstage, behind the figures and formats derived from the imaginarium of the global history of cinema.

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