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From Betamax to Blockbuster
Author: Joshua M. Greenberg

ISBN: 9780262514996
Format: Paperback
Number Of Pages: 228
Published: 16 October 2010
Country of Publication: US
Dimensions (cm): 22.9 x 15.2 x 1.2
Description:
The first video cassette recorders were promoted in the 1970s as an extension of broadcast television technology--a time-shifting device, a way to tape TV shows. Early advertising for Sony's Betamax told potential purchasers "You don't have to miss "Kojak" because you're watching "Columbo."" But within a few years, the VCR had been transformed from a machine that recorded television into an extension of the movie theater into the home. This was less a physical transformation than a change in perception, but one that relied on the very tangible construction of a network of social institutions to support this new marketplace for movies. In "From Betamax to Blockbuster, " Joshua Greenberg explains how the combination of neighborhood video stores and the VCR created a world in which movies became tangible consumer goods. Greenberg charts a trajectory from early "videophile" communities to the rise of the video store--complete with theater marquee lights, movie posters, popcorn, and clerks who offered expert advice on which movies to rent. The result was more than a new industry; by placing movies on cassette in the...

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