The Loss Leader Stuart Croft 2000 14 mins Colour DV/digibeta Gallery Loop / Cinema Film

A trilogy of fake car commercials is interwoven into a cinematic psycho-narrative.

In The Loss Leader's labyrinthine country house, three family members are caught in a series of fake and real deaths, fictive TV advertisements and hard, unrelenting memories. The film's surreal, miasmic film-space aims to destabilise conventional narrative logic. The work adopts various strategies to do this: the use of incompatible narrative modes, reversals of cinematic norms and a structural approach to editing.

First screened at The Parallax Hotel, Chelsea Inn Hotel, New York, October 2000