Marketing Machismo: Schwarzenegger's Raw Deal

Interactive, Video-Embedded Film Scholarship

Author: Robert Cettl
Length: 17 page(s)
Written: Sep 2011
Sales Rank: -
Views: 2969

Interactive, Video-Embedded Film Scholarship

Following the hit film Commando, Arnold Schwarzenegger sought to fulfill his contract with legendary producer Dino De Laurentiis on the gangster movie Raw Deal. A genre film, it did not appeal to Schwarzenegger and he fought with the producer, particularly over one scene. As scripted, Raw Deal was to feature the muscular actor's first sex scene. De Laurentiis was adamant that the actor do a sex scene but Schwarzenegger refused, claiming that he character (and his image) needed to be morally pure.

Neverthless, this moral purity ended up with one of the highest body counts of recent action films - though was in competition with Stallone's Cobra - and included a bizarre scene set in a transgender strip club!?! Indeed, with no apparent reason for the inclusion of this scene in Raw Deal, one cannot help but wonder as to its function in such an unrepentantly muscular and macho an action flick as Raw Deal.

Marketing Machismo is a detailed examination of the Arnold Schwarzenegger film Raw Deal, directed by John Irvin. Featuring embedded video extracts, scholarly analysis, illustration and historical profile, this is a pioneering e-book of interactive, video-embedded film scholarship written by a former SAR research fellow at Australia's National Film & Sound Archive.

About the Author

Robert Cettl
Member since: Dec 2010
Publications on XinXii:  19

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Robert Cettl is a freelance author and digital publisher.

He has a BA (Hons) from the Flinders University of South Australia - which included an international student exchange scholarship to the University of Southern Illinois at Carbondale in the USA. In addition, he holds a GRAD DIP (Inf. Stud.) from the University of South Australia and a GRAD CERT (TESOL) from Flinders University. In 2010 he was a SAR Research Fellow at Australia’s National Film and Sound Archive in Canberra. He is an associate member of ALIA (Australian Library & Information Association) and an independent filmmaker.

His published works of film non-fiction for renowned Academic publisher McFarland - Serial Killer Cinema: an Analytical Filmography with an Introduction and Terrorism in American Cinema - have been collected by such as Yale University Library, the British Film Institute and the National Libraries of China and Australia. His interests are censorship history, erotic film and transgression theory. He currently balances Academic writing and social publishing as a freelance author and independent digital publisher / ebook designer branching into multi-media.

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