the bee gees saturday night fever marketing

#The bee gees saturday night fever marketing movie#

As with most Hollywood products of the 70s SATURDAY NIGHT FEVER is a masterpiece of ambiguity and a skillfully constructed commodity which has been able to use its two drawing cards, Travolta and the Bee Gees, to good advantage. In writing this essay I've had a difficult time keeping on top of the film.

#The bee gees saturday night fever marketing movie#

It's no wonder that at various times in the movie I get the feeling of being enmeshed in an extended Pepsi commercial. The Bee Gees are likeable, intelligent, and ultimately flexible in terms of current fads - their style subservient to modern marketing. Pop in this case shouldn't be simply equated with popular but with the production of musical commodities. The music oozes from what must be the ultimate pop group of all time. At the same time, I liked the music and dancing very much and suspect they contribute greatly to the film's popularity. On the one hand, I see it as the epitome of mass marketing - an exploitation of a current dance craze and two TV stars.

It was seen by young people all over the world encouraging them to adopt its music, its lifestyle, and its ideology. SATURDAY NIGHT FEVER became one of the most popular films of the 1970s. 'Saturday Night Fever' by Peter Steven JUMP CUTĬopyright Jump Cut: A Review of Contemporary Media, 1980, 2005