[This blog post is in English due to international interest. If you want information in Swedish, please don't hesitate to contact me.]
Last weekend the DvD and BlueRay of the fourth Twilight Saga movie “Breaking Dawn Part 1” were released in the US. Not only did retailers organise midnight release events for fans but also, fans themselves went out of their way to organise elaborate events in their homes.
We were able to follow one of these events via live stream from a Twilight fan family’s home. This family, with parents @Mama_Cougar and @Papa_Cougar (Twitter-names) spend a substantial amount of time, money and effort to organise this event for their fellow Twilight fans every year when the Twilight movies are released on DvD and BlueRay. In order for those who are not familiar with what happens in this fourth installment of the Twilight Saga to understand the following description of the event – here is a very brief summary.
Main characters human Bella and vampire Edward get married. Their honey moon is spent on the (fictional) Brazilian island Isle of Esme. As they arrive home, a conflict between Edward’s vampire family and the local (were)wolf pack ensue. At the end of the movie, Bella is in a life-and-death situation and is transformed into a vampire by using Edward’s vampire venom and a syringe.
For this year's event, @Papa_Cougar has built a replica of, for the Twilight fans notorious, Isle of Esme honey moon headboard which @Mama_Cougar has decorated with authentic props. Other props and decorations included etched wine glasses, a replica of Edward and Bella’s wedding cake and large chess pieces (illustrated on the cover of the book Breaking Dawn which the movie is based on).
Photo: @Mama_Cougar and guest standing in front of the head board replica. A full-sized model of Edward Cullen is standing in the corner.
In addition to this, they have prepared Twilight-themed food and drinks like ”Isle of Esme Tropical Punch”, “Esme’s (Were)Wolf Pack Sandwiches” and “Vampire Venom Syringe Shots” (jello shots). The guests were also treated to custom-designed t-shirts and swag bags including for example Edward cups, champagne, body lotion, tooth brushes and paste, beach candles, and heart covered socks.
Photo: @Mama_Cougar showing the content of the swag bags that she has prepared for her guests.
Check out @Mama_Cougar's video where she introduces the viewers to her party decorations, food and drinks and swag bags:
So why do we find events like this so interesting to research? Well, this form of fan-driven activity is central to pop culture in general and pop culture tourism in particular. Furthermore, these fan activities are completely out of the control of the owners of the “product” (in this case the film production company). Despite this, or because of this, these events fuel the interest for the phenomenon (fans meet up to enjoy their shared interest in the phenomenon).
As a result of this, involved fans like these play an important role in building a demand and love for a phenomenon separate from the marketing and management machinery of the copyright owners. The fans’ shared interests bring them together and it develops into friendships and sense of community beyond the Twilight phenomenon. An interest and friendship that for example take them around the world when they travel to partake in events and visit Twilight destinations.
Until next time, happy hunting everyone!
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