2020 Guidelines to Submit a Film

Complete Call for Papers Packet


Knowledge Forum Co-Chairs

Joonas Rokka
Emylon Business School, France

Ekant Veer
University of Canterbury, New Zealand

The 2020 ACR Conference Film Festival is dedicated to advancing videographic consumer research and knowledge about consumers. We invite films that address the audiovisual character of consumer research phenomena or innovative film-based approaches that advance the field in new directions, but also submissions not limited to these themes. 

Two types of submissions are invited:

  • Stand-alone films: These films are complete, self-standing research projects. For recent examples, view the links to films below. After these works are screened, a 5-10 minute Q&A period will be held.
  • Films with commentary (<1000 words): The textual commentary piece adds to, comments, and enriches the videography element with academic references. This format allows for maximum flexibility in terms of combining text and video in novel ways. Authors will give a formal 5-10-minute presentation before or after the film screening that sheds light on the commentary element. The commentary element is not published in the proceedings of ACR.

Recommended length for film festival submissions considered for the track is up to 20 minutes (due to track presentation format). However, shorter and also longer (up to 50-minutes long) submissions are also welcomed, but their acceptance requires outstanding videographic quality. To increase the probability that submissions are original and distinctive, authors are advised to visit the ACR website http://www.acrwebsite.org/go/acrfilms  and look through the film section (2007-2019) to see what research has been done before. 

Extra care should be taken by authors to ensure they do not infringe copyright. To learn more: look at http://www.youtube.com/t/copyright_what_is.

  1. Films should be uploaded onto Vimeo (http://vimeo.com/) and allocated password access. The link and password should be provided as required in the submission process.
    NOTE: Please make sure to remove all (written) author information from the submission and its credits in order to guarantee anonymous review.
  2. Authors are required to submit a Structured Abstract of up to 300 words, which will be published in the ACR proceedings, using the following headings and guidelines:
  • Intended Contribution to Knowledge: What is the specific gap in knowledge and research question(s) the film seeks to answer? What is the unique perspective taken?
  • Literature Foundations: Which body of consumer research literature does the film contribute to? On which frameworks, ideas, concepts and/or theories does it rely?
  • Research Method: What is the methodological and analytical procedure that was followed? What is the specific research and/or videography-making context? (discuss when relevant)
  • Findings and implications: What knowledge, explanations, concepts, theories, methodological considerations, results and/or experiential insights does the film contribute to the above research domain?
  • Key References: List up to 6 key references (articles, videographies etc.)

NOTE: Although authors are asked to supply a structured abstract, they should NOT assume they must use this structure for their film. Of course, they may do so, but typically films should adopt structures that optimize the specific story they are aiming to tell. Please take a look at the variety of structures and approaches characterizing recent award winners:

  • Thomas Stenger (2019) won Judges’ Choice Videography award for "Spot - Conquering the Public Space - Ethnography of a Spatial Practice: Downhill Longboarding" - trailer: https://vimeo.com/366754591 
  • Takeshi Mitsui (2019) won Best First-Time Videography award for "Zakka: Uncategorized Culture of Uncategorized Goods, An Oral History of Uncategorized Man" - trailer: https://vimeo.com/355934258
  • Michelle Renee Nelson, Yanyun (Mia) Wang, Kathy Tian, Gail Ferguson, Rachel Powell, and Candice Wray, University of Illinois at Urbana-Champaign, USA (2018) won Best Videography award for Teaching Consumer Resistance in Jamaica: Subvertising in Action – trailer: https://vimeo.com/291221474 


Film Evaluation: Submissions will be evaluated on:

a) contribution to knowledge on consumer research topics;
b) timeliness and topicality;
c) theatrical or dramatic qualities;
d) production values, including using new experimental videography production techniques; 
e) ethical conduct.


To aid in ensuring your film is well-received by the reviewers, consider the following points: 
Is there a compelling reason for using videography to present the research? Having videographic data does not necessarily mean a film can/should be made. Consider the narrative, rationale and time needed to express your results via videographic methods.

  • Creativity in presentation of research. Films do not need to follow the standard academic structure with research questions, methodology, discussion etc. But there does still have to be a clear link back to consumer research.
  • Multiple data sources and research paradigms are encouraged. Films often lend themselves to qualitative methods; however, this is not to say that other methodologies are not welcome.
  • Also consider reading Belk et al.'s 2018 piece on using videography to develop marketing knowledge (Russell W. Belk, Marylouise Caldwell, Timothy M. Devinney, Giana M. Eckhardt, Paul Henry, Robert Kozinets & Emmanuella Plakoyiannaki (2018) Envisioning consumers: how videography can contribute to marketing knowledge, Journal of Marketing Management, 34:5-6, 432-458, DOI: 10.1080/0267257X.2017.1377754)


Acceptances: Authors will be informed if their film has been contingently accepted by Mid-May, 2020. To be fully accepted, author(s) need to modify their films in line with recommendations of the Film Festival co-chairs (and often the reviewers), and provide a description of the way they addressed (or not) the comments. Author(s) may also choose to voluntarily revise the film and provide a brief, written rationale via email. This information and links to both the original and modified versions of the film should be emailed directly to the co-chairs by Mid-June, 2020.  Final acceptance decisions will be made by late June, 2020.

Authors whose work is accepted should also submit a short trailer (1-2 minutes) by Thursday, August 20, 2020, before 23:59 CST. Unlike the final film, the trailer should not be password protected and should be available for public viewing via a Vimeo link, which should be emailed to both joonas.rokka@gmail.com and ekant.veer@canterbury.ac.nz. Trailers will be linked to and screened on the conference website together alongside the structured abstract to promote awareness and engage the ACR community. Films will also be screened on the conference website and may also be screened on a hotel channel during the conference. In addition, authors should prepare a promotional poster to be displayed at the conference hotel. At least one author of each accepted film must be present at the initial showing of their film, and be available to answer questions. An author can only submit (or be a co-author) on up to two films in the Film Festival. This approach is intended to encourage authors to submit their highest quality work.

Accepted Films to be Accessible through the ACR Website: All authors are asked to agree to make their films accessible through the Film Section of the Association for Consumer Research website. At the end of the structured abstract (or commentary where applicable), which will be published on the ACR website, a link on Vimeo to the film should be provided so that each film can be viewed without using a password, OR an email address should be supplied so that the person wanting to view a film can contact the lead film-maker and request a link. We hope you can appreciate that agreement to this request will increase the number of high quality consumer research films accessible to interested scholars and beyond.

Film Festival related questions should be directed to either of the Film Festival co-chairs: 
Joonas Rokka (joonas.rokka@gmail.com) or Ekant Veer (ekant.veer@canterbury.ac.nz).
Please include “ACR 2020 FILM FESTIVAL” in the subject line.   


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