Drehli Robnik article on A.I.
I liked this article a lot. I have to like any article with this quote:
My discussion of Spielbergian intelligence does not relate to a man/author but to a cinematically defined project recognizable in global mass culture by Spielberg’s name.
I especially liked Robnik’s comment on the ad lines of Spielberg movies and their power as memes:
A film?s ad line provides an iron ration of sense in a highly abstracted and shareable form suited for maximum circulation in public spheres and popular memories. Seen this way, the abstraction performed by high concept enables the blockbuster?s “connectivity,” its ability to attach itself to various media and consumer cultural events.
This isn’t just the practice of good ad copy… in its more prevalent or comprehensive form, this is branding.