“…Another large corpus of marginalized films that often are at least partly animated has become a recent object of study, being researched under overlapping terms such as ‘utility film’ (Bonah et al, 2018; Hediger and Vonderau, 2009a; Masson, 2012), ‘non-theatrical film’ (Slide, 1992; Streible et al, 2007), ‘ephemeral film’ (a term used by Rick Prelinger to refer to his archive from the mid-1980s onwards, see Wisniewski, 2008: 3) and ‘useful cinema’ (Acland and Wasson, 2011), which speaks of the vitality in writing the history of this material and how the formation of terminology is a process. Again, animation is fleetingly addressed in several of these studies as one of the many elements of the films, but it is very rarely the main focus of the research (some of the most notable exceptions are Curtis, 2018; Gaycken, 2014; Laukötter, 2013; Mihailova, 2019; Ostherr, 2018; Papenburg, 2018a, 2018b; Reichert, 2009). One of the most extensively researched genres of ephemeral films that relies on animation is advertising (Colpan and Nsiah, 2016; Cook, 2019; Cook and Thompson, 2019; Cowan, 2013; Forster, 2013).…”