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81 Cards in this Set
- Front
- Back
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Early filmmaking
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1895-1915
evolved according to audience |
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film originally targets _________ ___________, and was centered in _________
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working class, cities
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silent film prevented ___________ from being an issue
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literacy
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Nickelodeon
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old movie theaters
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MPPC
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-Motion Picture Patents Company
-companies brought patents together (monopoly) -Edison, Biograph, Vitagraph, Kodak -allowed fees -encouraged content trends |
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California and Hollywood
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-rebels looking to move from NYC hostility and crappy weather
-CA is far, nice weather, diverse geography, law and unions not well established, close to border |
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Warner Bros., Paramount, MGM, Columbia and Universal survive because...
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-wanted to extend audience
-lengthened films for family marketing -promoted actors |
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Wallace Reid
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an actor with a wholesome image who is addicted to morphine, overdoses and dies
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William Desmond Taylor
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filmmaker who is murdered
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Charlie Chapin
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constantly sued for paternity
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Fatty Arbuckle
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-young star comedian
-young starlet at his party dies -he's accused of raping and murdering her |
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jazz journalism
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-attempt to get more readers
-ruined Fatty Arbuckle's reputation |
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1920's Hollywood
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filled with scandal
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MPPDA
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-Motion Picture Producers and Distributors of America (aka Hay's Office)
-public relations arm of film industry |
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Film and public relations in the midst of scandal
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-companies paid MPPDA to lobby the gov't, write positive press releases and spin things positively
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film certifier
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-films must be submitted for rating on a thumbs up or down system
-if rejected, they must fix film to get certified -needed approval to go to theaters and have any success |
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1950's and Television
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movies must do things that television cannot to get people to go to theaters
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graduated rating system
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with popularity of t.v., pressure is put on MPPDA to change system from yes/no to graduated (G, GP, R, X)
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Motion Picture Association of America
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-previously MPPDA does ratings now and has power to alter films
-powerful lobby group |
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Majors
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-vertically integrated
-Paramount, Warner's, MGM, Fox, RKO |
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studio system of contracted players
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paid actors a certain amount of money monthly to do what the studios said
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Characteristics of Old Hollywood
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-majors
-contracted players -domestic theaters made most money -none of this is true today |
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Paramount Decision
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-vertical integration was unfair to independents
-majors had to sell theaters -means they couldn't force theaters to take movies -ruined economic security |
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Red Scare
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-panic over communist influence
-HUAC asserted that Hollywood had been infiltrated by communists -studios banned people that seemed to leftist |
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HUAC
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House Unamerican Activities Committee
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1950's changes
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-television is competition
-original studio heads died -control goes up, talent goes down, expenses go up, revenue goes down, leadership goes down |
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from _____________ tyranny to ______________ tyranny
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-mogul, market
-now about minimizing economic risk |
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conglomerates
MGM- Columbia- Warner Bros- Paramount- Universal- Fox- Disney- RKO- |
-Sony Columbia
-" " -Time-Warner -Viacom -NBC Universal -News-Corp -Disney Inc -film libraries sold |
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erosion of studio character
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no more long term contracts, can't tell the difference between studio's films
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super-blockbuster mentality
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-minimizing economic risk
-action, visually identifiable characters and setting, track record, special effects, merchandising, big names |
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Titanic
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highest grossing movie of all time in actual dollars
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Gone with the Wind
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highest grossing movie of all time when adjusted for inflation
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old and new definition of BIG picture
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old: Oscar-worthy, art, spectacles
new: action, television marketing |
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P & A
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prints and advertising
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Peter Pan Strategy (4)
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Assumptions:
-A younger child will watch anything an older child will -an older child won't watch anything a younger child will -a girl will watch anything a boy will watch -a boy won't watch anything a girl will watch |
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Teening of Movies Strategy
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older boys get privilege because they are the target demographic due to desirable spending patterns
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teenage boys like:
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sex, t.v. comedy, violence, sports, doper movies, comic books, video games
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domestic exhibition
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should be worried because they are making less and less money
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Film-Television Industry
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Film makes money from t.v. by:
-syndication -international television -produce television shows |
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DVD sales
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economically more important than theaters because they make more money
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global theater emphasis
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-Hollywood is dominant force globally because of economic power
-films more easily exported -effects content (movies about American things do poorly internationally) |
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How theaters cope with power of international market
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-glamour to press of good domestic release
-marketing function as revenue function |
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trends in the theater market
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-decline in ticket sales
-number of screens is increasing |
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advertising
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-symbol system
-economic presence |
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the media (and advertising)
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carrier of messages and receiver of revenue
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Top 3 receivers of ad revenue
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Time Warner
Comcast Disney |
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Top 5 spenders on advertising domestically
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Proctor and Gamble, GM, TimeWarner, Verizon, AT&T
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TimeWarner and Disney
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simultaneously top receivers and spenders on advertising
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car companies and advertising
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declining because of the decrease in popularity and novelty of the SUV
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Pepsi and Coke
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Pepsi is higher in domestic spending, Coke is higher in international spending because of their varying popularity
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measured media
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-traditional advertising forms
-newspapers, tv, radio, magazines, outdoor, internet, yellow pages |
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unmeasured spending
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-"Below the line"
-direct mail, couponing, co-op, catalogs and special events |
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co-op ad
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advertiser gives money to retailer to mention manufacturer's product in an ad
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top spenders on advertising globally
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1. Proctor and Gamble
2. Unilever 3. GM 4. Toyota 5. L'Oreal 6. Ford 7. TimeWarner 12. Disney 14. Coke 16. Pepsi |
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Advertising Agencies
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they make advertisements, creative aspects, media buying and planning
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Paying advertising agencies
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-15% commission system
PROBLEMS: -agencies:not always compensated for all their work -advertisers: agencies would overadvertise to get paid more |
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Top global advertising agencies
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-Omnicom
-WPP Group -Interpublic Group |
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the consumer
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about chasing money
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advertising revenue slippage
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less money spent on newspapers and network television
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audience emancipation technology
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-it's easy to avoid advertising
-popup blockers, Tivo, remote controls |
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advertising clutter
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-exposed to more ads than ever
-more media that carry ads -more graphic technology -more product placement -more time devoted to ads -more ads in the same amt. of time -longer pods |
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pods
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commercial breaks
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time devoted to advertising
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-daytime devotes more than primetime
-cable is more cluttered than broadcast -least cluttered network now has more time devoted to ads than most cluttered network 15 yrs. ago |
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reaching hard to reach demographics
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-premium cable channels
-video games -vhs and dvd -not media that is traditionally easy to advertise on |
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Effects of advertising
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1. infomercials
2. product placement 3. super bowl commercials and event advertising 4. controversial advertising 5. place-based advertising 6. return of sponsorship |
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infomercials
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30 minute advertisement
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product placement
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tv, movies, books, comics etc.
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event advertising
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superbowl takes on this roll in the 1980's
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place-based advertising
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CNN: airport network
Channel One |
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synergy
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the promotion and sale of a product throughout the various subsidiaries of the media conglomerate
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consensus narratives
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cultural products that become popular and command wide attention
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space brokers
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individuals who purchase space in newspapers and sell it to various merchants
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market research
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assesses behaviors and attitudes of consumers towards a particular product
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VALS
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-Values and lifestyles strategy
-divides consumers into types |
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media buyers
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people who purchase types of media that are best suited to their clients' ads and reach targeted audience
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saturation advertising
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inundation of media with ads for target audience
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account exectutives
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responsible for bringing in new business and managing the accounts of clients
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account reviews
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process of evaluating and reinvigorating a product's image
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myth analysis
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most ads are narratives with stories to tell and social conflicts to resolve
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commercial speech
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any print or broadcast expression for which a fee is charged
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interstitials
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pop-ups
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