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In this paper, the predominantly visual framework developed for the analysis of static multimodal documents within the Genre and Multimodality project ‘GeM’ is considered as a foundation for treating non-static multimodal artifacts. The paper introduces the original framework and characterizes how it can be beneficially extended to work with the moving audio-moving image. Several illustrations of the new framework’s application to narrative film are presented in order to show how it may provide stronger support for empirical investigations of artifacts of this kind.