“U-Matic Medicinema: You want it. You make it. It’s automatic you. The She Makes Movie Phenomenon. Medicinema: Movies for what hurts.” Screenprinting on newspaper, Summer 1997. 15″ x 23″. Designed by Miranda July.
U-Matic was a professional video format, and July reclaimed the word to imply “you”-matic, emphasizing the personal. “Medicinema,” derived from July’s own health struggles with her eyes. Thus, “U-Matic Medicinema” were new words that described the curative powers of personal moviemaking. The images silkscreened in black were likely taken from a library book on experimental Eastern European theater or mime.