What happens when fictional characters acknowledge our 'presence' as film spectators? By virtue of its eccentricity and surprising frequency as a filmic device, direct address enables us to ask some fundamental questions of film theory, history and criticism and tackle, head-on, assumptions about the cinema as a medium. Brown provides a broad understanding of the role of direct address within fiction cinema, with focused analysis of its role in certain strands of avant-garde or experimental cinema, on the one hand, and popular genre traditions (musicals and comedies) on the other.