Author Archive

Globalisation & The Film Industry

February 10, 2014

Globalisation & the film industry
Globalisation is the idea that business becomes global e.g. McDonalds.
Global Village: breaking down borders
Imperialism- The physical invasion of other countries to build an empire. Cultural Imperialism- Invading other countries with culture. The dominance of one culture over another.
Culture: values of a nation e.g. the American dream (working hard makes you successful) the myth that America is an equal society. Capitalism: It’s right for a business to make profit. Australia and New Zealand play cricket because we invaded them. This is an example of cultural imperialism.
Cultural Imperialism and the Media
News Corp owns 20th Century Fox. They sell their products globally to make more profit. E.g. Sony (Japanese company) own Colombia but don’t only make Japanese films as it would have a smaller market. (Similar to Bertelsmann who are German) The apprentice (American show) is shown in 26 countries which is an example of globalisation.
A vast amount of Hollywood films present America in a positive light. 12 years a slave wasn’t very popular in America because it presented Americans in a negative light.
American films:
Russia 8/10
Japan 4/10
East Africa 10/10
America makes the most expensive films and has the biggest global stars. Hollywood specialises in easy-to-understand narratives to attract different cultures. America has the largest home market which enables them to sell their films more cheaply world-wide. The British film industry can’t compete with Hollywood. Cultural Imperialism works both in the democratic world and in the west. Because of American dominance, their culture is second for many countries around the world.


Hollywood Film Industries & Essay Feedback

November 12, 2013

Feedback on Marketing Essay

  •       Introduction must include the industry and three texts.
  •       Must include actual examples.
  •       Don’t do two Hollywood texts as you will repeat yourself.
  •       Add more detail; refer to the texts closely.
  •       Link to the question.
  •       Be concise; make your point and move on.
  •       Give an example of synergy without explaining what it is.
  •       Always capitalise film names.

Hollywood Film Industries

Viacom owns Paramount and DreamWorks, Sony owns Colombia. When HD was first invented there were two companies which offered HD. Sony owned Blu-ray and Toshiba owned HD which was eventually out of business because Sony also invented PlayStation which offered Blu-ray even if you didn’t have a Blu-ray player.

Warner bought Newline. They did this because when a major studio buys a less successful one, it gives them access to a niche market.

The major studios include:

  •       Warner Bros.
  •       20th Century Fox
  •       Paramount
  •       Colombia
  •       Disney

Independence: It doesn’t depend on the state. It relies on advertisers. E.g. ITV formed in 1957 doesn’t get money from the government like the BBC.

Case study: Quasi indie.

  •         It’s small because it’s owned by a major studio
  •         Thoughtful as well as entertaining
  •         Focuses on ordinary people with ordinary problems
  •         Sometimes true stories
  •         Sometimes ends unresolved
  •         Offbeat

Reference: Page 122 of Media Institutions and Audiences, indie film section, book by Nick Lacey

Stars: Not as powerful as they were

November 4, 2013

Stereotypically, stars are: attractive, famous, usually mainstream and a marketing device.
Dyers theory of stars:
A star is an image not a person, they are constructed out of a range of materials.

Primary text: film (or TV)
Secondary text: media coverage (e.g. Magazines)

Image (or persona) is the same across all/most texts. Stars appear to be ordinary but also extraordinary at the same time. Stars exist only for marketing purposes. Stars being extraordinary makes them special so people want to see them on TV. Whereas stars being ordinary makes them relatable and likeable. Their charisma makes them stand out on the screen.
Marlon Brando, a star from the 1950’s is an example of this. He has an image which is always the same even when he’s playing different roles.

Clara Bow, a star from the 1920’s was seen as ‘the other woman’. Her persona is a bit like a genre.

Stars always play themselves and this is what sells films.

Although Will Smith starred in ‘seven pounds’ and ‘the pursuit of happiness’ to try to break out of his persona.

A star is a commodity.

The studios don’t consider stars as people, they do not get to choose which roles they play.

Star power is in decline as studios now rely on franchises to sell a film (e.g. Iron man or marvel) Disney are trying to bring back Star Wars. Will Smith, Tom Cruize and Angelina Jolie are still selling points but no where near as powerful as they were. The lack of stars make films cheaper to make (they don’t have to pay the actors as much) but harder to sell (people like to watch stars).