CLUELESS. Consecration of the alliance of the Paramount International Viacom Inc.
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« Clueless », an adjectival in English for the
title of a film to world distribution. An American film of course.
How to summarize a history as that of « Clueless »
? An adolescent youth of 16 years, Cher, girl of a rich widower attorney of
business of Beverly Hills, lives in the luxury. Her specialty.
the « look ». Contrary her friends, she is virgin.
She will cross a homosexual, then will find in the person of the son of the
second wife of her father (that is also his ex wife) her real love.
Obviously, others adventures arrive to Cher and its band.
Comedy to take to the second degree, this is not
certainly a cinematographic success.
On the one hand, principal « author » of this film
haven't been chosen per chance.
Amy Heckerling, the director, with her «Fast Times
at Ridgemont High » on 1982, unknown in good number of country, had already
processed the subject of pupils whose favourite discussion focused on the sex.
The French advertising campaign of «Clueless » was
of scale and targeted to its potential public, that is to say the youth. Of name
of well apparent actor on the notice, but simply the slogan «Sex, mood, snobs,
that constricts you? ». But the sex makes largely leave of the lie in this
film. The advertisement to the level world is without doubt very avant-gardism,
but very debatable. At least six month before the release of the film, a message
more than cryptic was broadcasted on MTV Networks. Two girls, a white, Cher, and
a black to, blue eyes, her best friend, Donna, appeared during thirty second by
the badge of the film, without more explanation. The one problem, the fact that
the two, scenes used to this opportunity have not anything to see with the film
and do not figure in this last. We can suspect that they have, been cut to the
setting, or more certainly been realized specially for the advertisement that,
to this title, is entirely fallacious.
« Clueless » is before all a commercial operation
because Amy Heckerling has obtained its letters from nobility with «Look who's
talking » on 1989 and «Look who's talking too » on 1990 (French Version. «Allo
Maman, ici Bébé » and « Allo Maman, c'est encore moi ») were been
commercial success, but according to the critic, a distressing mediocrity.
As for Alicia Silverstone, main actress in the role
of Cher, its choice is also deliberated. She begins to the cinema in 1993 with
«The Crush » which deals with a teenage girl (that she does not play) is
obsessed by a journalist who, rents a house owned by her parents. In 1994, she
participates in the French film of Alain Corneau «Le Nouveau Monde » (« The
New World ») which was a failure. Change in 1995 when she appears in the very
passable fantasy thriller « Remembrance from the Next World » (French Version.
Souvenir de l'Au delà »). Moreover
Alicia Silverstone will be heroine of three videos of the American band
Aerosmith to the opportunity of the release of the album «Get a Grip » with,
especially, the evocation of the «virtual sex » in « Amazing » that is not
foreign to the choice of one of advertising messages whose we have spoken
That is foreign not more, in the fact, that the film
is presented by the Paramount company bought on September 1993 by Viacom, become
thereby the sixth multimediatic worldwide.
Indeed, on the other hand, Viacom is the owner of MTV
US and MTV EUROPE, without counting its participation to MTV ASIA and the good
number of franchise that the network possesses everywhere in the world except
for Africa and a part of Russia. Alicia Silverstone, is a henceforth known
figure of the world of the music, more than of the world of the cinema. The
success met by videos of the music band Aerosmith, with multiples Awards «Video
Music Awards » on 1994, testifies. Now, whole in this film make thought of MTV.
Would be just the badge of the film realized to the manner of MTV, the generic
that as the notice does m present actresses that furthermore are relatively
little known. To this title, we know the system of this network that knows too
well to make forget its hosts. Only product it final counts, not ingredients. «
The master work » is completed by well-known music hits, as that made the glory
of the singer Kim Wilde, «Kids in America » which is the music dressing of the
generic, but that one has carefully made resume by an unknown band. Broadcasts
that looks Cher are the famous “Beavies and Butt Head » (of MTV) and the less
famous celebrities broadcasted on the network for children of Viacom,
Nickelodeon. The short look of Cher at CNN, would make it to understand the
hostility of Summer R. Redstone, former director of drive in who controls Viacom
with 69% of stocks, against Ted Turner, who controls CNN, and who wished to
acquire Viacom to the moment of its Public Offer of friendly Purchase against
Eventually, the whole look like an adaptation of the
famous series «The Real World » which is always exploited by MTV with so much
success. A series that presents the carefree adolescence, rich and beautiful,
« Clueless », technically interesting film, is
dedicated to the due commercial success solely to its advertising campaign of
scale devoted to the alliance of two groups which, more than seriously, produce
hundred of hours of programs per day waiting the very imminent arrival of the
numerical compression that, after Internet, will dive us all the more in a world
of data processing and virtual images, where America, as always, will play an