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Video Ergo Sum. The Impact of Video on the Sponsored Film in the Netherlands
| American authors like Anthony Slide and Rick Prelinger have blamed the introduction of video for the demise of the sponsored film (also known as the industrial film or the film made in commission). The introduction of a new technology can have painful consequences for those adhering to the old technology, but recent research into the impact of video on the sponsored film in the Netherlands present a more complex picture. Within production companies the old and the new medium did co-exist peacefully, albeit compared to the 50’s and 60’s less visible in film magazines and in the daily press. Video – and more recently the Internet – did offer ways of deploying sponsored material more effectively than in the past. Lastly, whereas the traditional sponsored film was largely associated with heavy industry, video turned to be an ideal medium for the banking and administrative sector.
This paper will explore the Dutch situation, with the aim of zooming out to European practices. It is part of an ongoing research project: Technology, Exchange and Flow: Artistic Media Practices & Commercial Application (TEF), funded by HERA. TEF explores the relationship between creativity and innovation within the contemporary European media sector, which is influential in the shaping of cultural attitudes and identities. The crucial question is how can we understand the relationships between commercial applications and implementation of artistic media practices in Europe.
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