You know what this toolkit needs? More explosions.
As I noted in my prior post about Disney/Marvel’s partnership with YouTube to facilitate the creation of Avengers remix videos, it appears the available clips are changing daily, thankfully offering more character-driven clips. When I made the video below (full disclosure, I made this in about 5-10 min, not my finest or most contemplative work), a solid 37.5% of the available clips were all explosions, and another 40% featured men doing things to cause explosions and/or attempting to evade said explosions. It immediately gave me flashbacks to the Battlestar Galactica videomaker toolkit, which also heavily favored things exploding/careening through space:
I’m always interested in how the clips included these “authorized” video remix toolkits suggest appropriate uses/creative directions, or which sorts of fan narratives they pointedly constrict. My aim with this video was to reflect on those decisions:
I fully intended to go back in and spend some time making a proper video, as opposed to this dashed-off, knee-jerk response. I hope others do the same, prodding at the boundaries of what can or can’t be created, the argumentative capacity of the toolkit, and which strains of remix culture are encouraged or elided (fan vids? parodies? slash? fake trailers? etc.),
To give you a sense of the editing/remixing interface:
I didn’t take full advantage off the capabilities here, as the goal was to create something quick-and-dirty that might still be contemplative about my gut response to this gesture from Marvel and Disney. The song I selected, “Shake the Ground” by Cherri Bomb, was notably the only offering performed by women, but more importantly it struck the tone that I wanted. Lyrically, I think it actually works fairly well as a commentary on how these “legit” fan video initiatives have a tendency to leave pre-existing vidding practices unacknowledged, or shift the form’s logics back towards the promotional visual language that the industry is comfortable with. Quoth the chorus:
I won’t do what I’m told
I will wear you break you down, take you down
Shake the ground
Your dark sun leaves me cold
I will burn it out, wear you down
Shake the ground
The image I kept coming back to, and loop repeatedly at one point, is that of a woman being hurled against a cafe table. The image is quite clearly about the impact of the explosion on this woman’s body, and I suppose I wanted to ruminate on the “impact” of these video remix outreach efforts on female fans and vidders in particular. The shots of Black Widow at the end hopefully also speak to this, moving from a look of horror, to fighting back, and ultimately a reclamation of the explosion.
I also wanted to use the toolkit in an unintended or unexpected way (cutting to black before the song concludes, rhythmic repetition of images, and so on). Given more time, I think that making metavids about the limitations of various remix video toolkits offered by the industry could function as a wonderful running commentary on how these sanctioned initiatives are (or aren’t) slowly beginning to engaging with pre-existing fan video practices and aesthetics. Likewise, I like the idea of speaking back to those developing these spaces through the form itself.
Finally, I must point everyone to the wonderful current issue of Transformative Works and Cultures, edited by Francesca Coppa and Julie Levin Russo, on Fan/Remix Video. It’s a great starting point for thinking through these industrial efforts towards authorized forms of remixing. In particular, I had Kathleen Ann Williams’ article, “Fake and fan film trailers as incarnations of audience anticipation and desire,” in mind while playing around with the Avengers toolkit. To pull from her conclusion:
“Although trailers are often thought of as advertising an end product, these [fan] trailers function beyond the realm of the advertisement and instead suggest that the trailer lasts beyond the release of the feature, not only as an artifact but as a cultural object that can be integrated into new spaces and as a form in which to enact desires for future texts.”
I’ll be curious to see how I respond to the aural and visual elements of my video when I see the film theatrically this weekend- I somehow doubt I’ll look at that women hitting the cafe table the same way. The temporal experience of creating the video from promotional materials prior to being granted their narrative context is also interesting, as the videos fans are creating this week are inevitably about the the expectations and desires that have been strategically cultivated by promotional paratexts, inverting the conventional production and reception process for fan vids.
Are you planning on making anything with the Avengers video remix toolkit? If so, please let me know, I’d be curious to hear about others’ experiences.