Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Bieber's ,Cyinstant' Movie; Flick about Online Teen Sensation Took Less Than Six Months to Be Released

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Bieber's ,Cyinstant' Movie; Flick about Online Teen Sensation Took Less Than Six Months to Be Released

Article excerpt

FOR decades, whenever a music or movie star popular with teenagers bursts onto the scene, his or her rise to fame is chronicled within months via what's known in the publishing industry as an C[pounds sterling]insta-bookC[yen].

Now we have the C[pounds sterling]insta-movieC[yen].

Justin Bieber: Never Say Never, part 3D concert film and part glossy biography of the 16-year-old pop star, was conceived, produced, edited, marketed and released in little more than six months.

That's a time frame virtually unheard of in notoriously slow-moving Hollywood, where movies typically take years to gestate.

Hatched by a division of Paramount Pictures focused on bypassing the lengthy development process, and produced by the duo behind the reality show Top Chef, the Bieber movie mixes cutting-edge, digital 3D photography with grainy home movies and reality-show-style documentary footage to create a flattering portrait of the singer and his rise from small-town Canada to international stardom.

The resulting concoction is not only an attempt to cash in on a potentially shortlived phenomenon, but a model for hidebound movie studios to participate in a new media world in which fans create the popular culture as much as they consume it.

C[pounds sterling]Justin Bieber is a sensation created by fans on the internet and we have to challenge ourselves to be relevant to that,C[yen] said Paramount film group president Adam Goodman.

C[pounds sterling]There's a place for the way we have done things for years, but with digital technology, we have the opportunity to move at lightning speed.C[yen]

The Ontario native was discovered by manager Scooter Braun in 2008 from videos Bieber's mother posted on YouTube.

Aggressive promotion on radio stations and social networks soon spread C[pounds sterling]Bieber FeverC[yen] to a rabid fan base that has bought 4.6 million of his albums.

Last year, he was the No.4 best-selling musical artist, according to Billboard, and the No. …

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