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Which term refers to an object that is critical to the characters in a film, but may be insignificant to the viewing audience?

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Tim Cook answered

In the movies, an object which is critical to the characters, and the plot of the movie, but is of no direct relevance to the audience, is known as a MacGuffin.

A MacGuffin can be any object, as long as it is desired by a character or characters, and drives the plot forward. 
The term was made famous by Alfred Hitchcock, but may originate in the silent film era. The idea of a MacGuffin has been around since man first created narratives - the Golden Fleece in the stories of Jason and the Argonauts can be considered a MacGuffin.

Popular MacGuffins in movies include treasure maps, holy relics (a chalice, for example), suitcases of money, stolen paintings, a roll of film, valuable gems, or a secret weapon. 

A true MacGuffin must not be 'used' as such, and should not actually be able to do anything, except act as an object of desire to a film's protagonist/s and/or antagonist/s.

Famous examples of movie MacGuffins are the Maltese falcon in The Maltese Falcon, Rosebud in Citizen Kane, The Holy Grail in The Da Vinci Code and Rose's necklace in Titanic

A MacGuffin can also be a place, or even a time. 

This is a wonderful animated YouTube short has audio of Alfred Hitchcock describing a MacGuffin to interviewer Dick Cavett:


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