Paratexts for dubbing are aimed at both mainstream and more niche audiences: from the multilingual YouTube video of the phenomenally successful song Let It Go from Disney’s 2013 feature Frozen, to the doppiaggio d’epoca (original dub) offered on DVDs of films such as Frankenstein. It also looks at wider use of translation for promotional and marketing purposes in film. The chapter looks at the tradition of producing ‘new and improved subtitles’ for prestige DVD releases what does this mean in practice? It looks at the visibility in credits and elsewhere of subtitlers and subtitling laboratories. Drawing on Genette’s book-based concept of paratext, this chapter discusses the paratextual visibility of such retranslation, for example, in promotional discourses, DVD extras and packaging. It is also not uncommon for films to be dubbed more than once into a single language (e.g. When we consider retranslation, we tend to think of literary texts rather than audiovisual products, but it is common for films to be subtitled many times into a single language (for theatrical exhibition, for DVD release, for broadcast, on reissues of restored films). This chapter focuses on the way in which audiovisual translation is itself represented in the paratexts of films.
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