{"product_id":"harnessing-the-technicolor-rainbow-scott-higgins-9780292716285","title":"Harnessing the Technicolor Rainbow: Color Design in the 1930s","description":"\u003cp\u003e Like Dorothy waking up over the rainbow in the Land of Oz, Hollywood discovered a vivid new world of color in the 1930s. The introduction of three-color Technicolor technology in 1932 gave filmmakers a powerful tool with which to guide viewers' attention, punctuate turning points, and express emotional subtext. Although many producers and filmmakers initially resisted the use of color, Technicolor designers, led by the legendary Natalie Kalmus, developed an aesthetic that complemented the classical Hollywood filmmaking style while still offering innovative novelty. By the end of the 1930s, color in film was thoroughly harnessed to narrative, and it became elegantly expressive without threatening the coherence of the film's imaginary world. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eHarnessing the Technicolor Rainbow\u003c\/i\u003e is the first scholarly history of Technicolor aesthetics and technology, as well as a thoroughgoing analysis of how color works in film. Scott Higgins draws on extensive primary research and close analysis of well-known movies, including \u003ci\u003eBecky Sharp\u003c\/i\u003e, \u003ci\u003eA Star Is Born\u003c\/i\u003e, \u003ci\u003eAdventures of Robin Hood\u003c\/i\u003e, and \u003ci\u003eGone with the Wind\u003c\/i\u003e, to show how the Technicolor films of the 1930s forged enduring conventions for handling color in popular cinema. He argues that filmmakers and designers rapidly worked through a series of stylistic modes based on the demonstration, restraint, and integration of color--and shows how the color conventions developed in the 1930s have continued to influence filmmaking to the present day. Higgins also formulates a new vocabulary and a method of analysis for capturing the often-elusive functions and effects of color that, in turn, open new avenues for the study of film form and lay a foundation for new work on color in cinema. \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Scott Higgins\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0292716281\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780292716285\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e University of Texas Press\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 11\/01\/2007\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 312\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.95lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.91h x 6.16w x 0.75d","brand":"Scott Higgins","offers":[{"title":"Paperback","offer_id":44075995693311,"sku":"9780292716285","price":30.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_40e62675-7fe2-4cf7-b437-195ed8ca3973.jpg?v=1685462594","url":"https:\/\/www.whiterainbookhouse.com\/products\/harnessing-the-technicolor-rainbow-scott-higgins-9780292716285","provider":"WR Book House","version":"1.0","type":"link"}