This paper draws attention to the role of adaptation in entertainment franchising and positions the recent ascendancy of the fictional franchise as a context for the continuing proliferation of adaptations. It argues that where adaptation is carried out as part of the development of an entertainment franchise, it is a distinct variant of the practice, part of a particular market strategy, contributing to and drawing on a particular kind of fictional experience, and negotiating particular types of intertextual relation. The essay thus elaborates a particularized critical position for reading the franchise adaptation by examining key protocols of franchise storytelling and theorizing how they transform and interact with adaptive processes and dynamics. It also calls more generally for further critical consideration of how the identity and status of adaptation as cultural practice and fictional form may need to be reappraised and re-theorized in the light of trends towards convergence in contemporary media landscapes and the coterminous saturation of these landscapes with a range of genres of cross-media content and textual re-visions.
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Adaptation is an international, peer-reviewed journal, offering academic articles, film and book reviews, including both book to screen adaptation, screen to book adaptation, popular and ‘classic’ adaptations, theatre and novel screen adaptations, television, animation, soundtracks, production issues and genres in literature on screen.
Adaptation provides an international forum to theorise and interrogate the phenomenon of literature on screen from both a literary and film studies perspective.
For further information please consult the Oxford Journals site.
The new journal, Adaptation, and the new Association of Adaptation Studies, is a most welcome development in an area that has been for so long under-represented in academic circles. As a practitioner, I find it rather thrilling to be the object of scholarly investigation!”
– Andrew Davies – Screenwriter and novelist.
The Adaptation Essay Prize
The Adaptation Essay Prize is a new innovation from the Journal, launched in 2011 to encourage the best new scholarship in the field. While the journal publishes many articles that focus on the relationship between literature and film, the Editors are particularly keen to publish work which challenges the primacy of that relationship: this might include essays on computer games, opera, popular music, animation, genre fiction or work with a wider theoretical sweep. The Essay Prize is open to anyone currently registered for either an undergraduate or postgraduate degree on any subject within adaptation studies.
The winner of the 2014 Essay Prize is Anna Blackwell. Read her essay Adapting Coriolanus: Tom Hiddleston’s Body and Action Cinemafree for a limited time.
The winner of the 2013 Essay Prize was Kyle Meikle with Towards an Adaptation Network.