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Plugging Back Into The Matrix

The Intertextual Flow of Corporate Media Commodities

Florida State University

Djung Yune Tchoi

Pennsylvania State University

Matthew P. McAllister

Pennsylvania State University

This article argues that The Matrix franchise provided global Hollywood with a model for channeling revenue and fans through different multimedia revenue streams via linked commodity narratives. Building on previous theoretical concepts of the expansion of corporate media texts, the article discusses The Matrix as "commodified intertextual flow" where various consumable forms were marketed as narratively necessary purchases for Matrix fans. Ultimately, The Matrix as a narratively integrated brand expanded the marketing strategies for commodity-oriented media texts and undermined the original film's critique of consumer culture. The integration of DVD technologies, release strategies, and ancillary licensing constructed a narrative necessity and "community" of fans who may have felt compelled to buy into the complete multicommodity narrative.

Key Words: The Matrix • film marketing • flow • commodity intertext

Journal of Communication Inquiry, Vol. 31, No. 3, 239-254 (2007)
DOI: 10.1177/0196859907300955


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