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Steven West

Print publication date: 2019

Print ISBN-13: 9781911325277

Published to Liverpool Scholarship Online: February 2021

DOI: 10.3828/liverpool/9781911325277.001.0001

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Reception and Marketing: The Selling of Scream

Reception and Marketing: The Selling of Scream

(p.107) 6 Reception and Marketing: The Selling of Scream

Steven West

Liverpool University Press

This chapter cites Mark Jancovich, who views the negative horror fan reaction to Wes Craven's Scream in the context of recurring 'intrageneric conflicts' between fans of a particular genre. It analyses how Scream films have endured as popular films within the horror-fan community, with the original notably regarded in terms of classic status by a particular element of the fan base. It also characterises the negative-horror-fan reaction to Scream via specific elements that were central to the film's marketing campaigns and crossover mainstream success. The chapter describes an implicit distinction between the real horror fan and the usurpation of horror by inauthentic others. It mentions Bram Stoker's Dracula, Wolf, and Mary Shelley's Frankenstein as part of a spate of big-budget horror films for people who don't like horror.

Keywords:   Wes Craven, Scream, horror fan, fan base, mainstream success, horror films

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