It is no secret that videogames are no longer for children. Over 65% of
American households play videogames, and the average age of a gamer is 35.
Celebrity videogame endorsements offer an innovative way to infuse brands
into the lives of their customers. In today’s celebrity-obsessed culture, a
famous face can instantly make or break a product’s popularity. Celebrities
are chosen with care. What do they bring to the product? How will it help
increase their own brand? Does it work? By examining videogames such as
Red Faction II, Call of Duty and Sniper X, this chapter will explore how
they work to reflect and expand both Statham’s fan base appeal (through his
own website and fan-based ones) and the celebrity brand that is Jason
Statham. By focusing on the militaristic and gaming aspects of Statham’s
corpus of work, and the ways that this negotiates the machismo and
masculinity that form a distinctive part of his brand identity, it will
reveal how the idea of ‘celebrity’ has come to incorporate not just acting
roles, but has become part of a transmedia world in which the ‘rules’ of
cultdom, fandom, celebrity and stardom combine to produce one overall
package: Jason Statham.
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book considers memory as a specific framework for the study of popular film, intervening in growing debates about the status and function of memory in cultural life and discourse. It examines the relationship between official and popular history and the constitution of memory narratives in and around the production and consumption of American cinema. The book explores the political stakes of cinematic discourse in its production of national memory. It also examines the discursive and institutional apparatus that has come to support the memory of Classic Hollywood in British cultural life. The book also considers both the presence of music and colour in nostalgia films of the 1990s and the impact of digital and video technologies on the representational determinants of mediated memory.