Rozszerzenie – kondensacja – implozja. Zwiastun (trailer) filmowy jako nowy metajęzyk sztuk (audio)wizualnych
Expanded – Condensed – Imploded. Film Trailer as a New Meta-language in (Audio)Visual Arts

Author(s): Ewa Wójtowicz
Subject(s): Media studies, Film / Cinema / Cinematography
Published by: Instytut Sztuki Polskiej Akademii Nauk
Keywords: film trailer; Gregory Crewdson;Norman Leto; Jennifer Lyn Morone; (audio)visual arts
Summary/Abstract: The eponymous notions: expanded – condensed – imploded, describe changes in presentation and promotion of (audio)visual artworks, taking place when cinematic criteria (such as composing trailers) are applied to the artworld. The discussed examples are: trailer of a documentary about an artist (Gregory Crewdson), an “artworld trailer” (visual identification of Transmediale and TateShots), a trailer of a critical film project (Doug Fishbone, “Elmina”) and a subversive and performative Internet-bound trailer (Jennifer Lyn Morone [TM]). An expanded (after G. Youngblood) form reaches beyond the framework of a singular art genre. Therefore an exhibition may be a trailer of a full-length movie (Norman Leto). The condensed form operates with intensified message, which leads to its implosion because of multi-modal form and a dispersed contents. As a result, the trailer may be considered as a new meta-language of (audio)visual arts, that contributes to creating an image of an artist or an art institution, as a brand, in the era of attention economy. The continuous reduction of form to the shortest time unit (David Antin) and a progressing acceleration of circulating contents (Paul Virilio) transforms the trailer into a singular frame, not even supposed to be played.

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