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81 Cards in this Set

  • Front
  • Back
Early filmmaking
evolved according to audience
film originally targets _________ ___________, and was centered in _________
working class, cities
silent film prevented ___________ from being an issue
old movie theaters
-Motion Picture Patents Company
-companies brought patents together (monopoly)
-Edison, Biograph, Vitagraph, Kodak
-allowed fees
-encouraged content trends
California and Hollywood
-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
Warner Bros., Paramount, MGM, Columbia and Universal survive because...
-wanted to extend audience
-lengthened films for family marketing
-promoted actors
Wallace Reid
an actor with a wholesome image who is addicted to morphine, overdoses and dies
William Desmond Taylor
filmmaker who is murdered
Charlie Chapin
constantly sued for paternity
Fatty Arbuckle
-young star comedian
-young starlet at his party dies
-he's accused of raping and murdering her
jazz journalism
-attempt to get more readers
-ruined Fatty Arbuckle's reputation
1920's Hollywood
filled with scandal
-Motion Picture Producers and Distributors of America (aka Hay's Office)
-public relations arm of film industry
Film and public relations in the midst of scandal
-companies paid MPPDA to lobby the gov't, write positive press releases and spin things positively
film certifier
-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
1950's and Television
movies must do things that television cannot to get people to go to theaters
graduated rating system
with popularity of t.v., pressure is put on MPPDA to change system from yes/no to graduated (G, GP, R, X)
Motion Picture Association of America
-previously MPPDA does ratings now and has power to alter films
-powerful lobby group
-vertically integrated
-Paramount, Warner's, MGM, Fox, RKO
studio system of contracted players
paid actors a certain amount of money monthly to do what the studios said
Characteristics of Old Hollywood
-contracted players
-domestic theaters made most money
-none of this is true today
Paramount Decision
-vertical integration was unfair to independents
-majors had to sell theaters
-means they couldn't force theaters to take movies
-ruined economic security
Red Scare
-panic over communist influence
-HUAC asserted that Hollywood had been infiltrated by communists
-studios banned people that seemed to leftist
House Unamerican Activities Committee
1950's changes
-television is competition
-original studio heads died
-control goes up, talent goes down, expenses go up, revenue goes down, leadership goes down
from _____________ tyranny to ______________ tyranny
-mogul, market
-now about minimizing economic risk
Warner Bros-
-Sony Columbia
-" "
-NBC Universal
-Disney Inc
-film libraries sold
erosion of studio character
no more long term contracts, can't tell the difference between studio's films
super-blockbuster mentality
-minimizing economic risk
-action, visually identifiable characters and setting, track record, special effects, merchandising, big names
highest grossing movie of all time in actual dollars
Gone with the Wind
highest grossing movie of all time when adjusted for inflation
old and new definition of BIG picture
old: Oscar-worthy, art, spectacles
new: action, television marketing
P & A
prints and advertising
Peter Pan Strategy (4)
-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
Teening of Movies Strategy
older boys get privilege because they are the target demographic due to desirable spending patterns
teenage boys like:
sex, t.v. comedy, violence, sports, doper movies, comic books, video games
domestic exhibition
should be worried because they are making less and less money
Film-Television Industry
Film makes money from t.v. by:
-international television
-produce television shows
DVD sales
economically more important than theaters because they make more money
global theater emphasis
-Hollywood is dominant force globally because of economic power
-films more easily exported
-effects content (movies about American things do poorly internationally)
How theaters cope with power of international market
-glamour to press of good domestic release
-marketing function as revenue function
trends in the theater market
-decline in ticket sales
-number of screens is increasing
-symbol system
-economic presence
the media (and advertising)
carrier of messages and receiver of revenue
Top 3 receivers of ad revenue
Time Warner
Top 5 spenders on advertising domestically
Proctor and Gamble, GM, TimeWarner, Verizon, AT&T
TimeWarner and Disney
simultaneously top receivers and spenders on advertising
car companies and advertising
declining because of the decrease in popularity and novelty of the SUV
Pepsi and Coke
Pepsi is higher in domestic spending, Coke is higher in international spending because of their varying popularity
measured media
-traditional advertising forms
-newspapers, tv, radio, magazines, outdoor, internet, yellow pages
unmeasured spending
-"Below the line"
-direct mail, couponing, co-op, catalogs and special events
co-op ad
advertiser gives money to retailer to mention manufacturer's product in an ad
top spenders on advertising globally
1. Proctor and Gamble
2. Unilever
3. GM
4. Toyota
5. L'Oreal
6. Ford
7. TimeWarner
12. Disney
14. Coke
16. Pepsi
Advertising Agencies
they make advertisements, creative aspects, media buying and planning
Paying advertising agencies
-15% commission system

-agencies:not always compensated for all their work
-advertisers: agencies would overadvertise to get paid more
Top global advertising agencies
-WPP Group
-Interpublic Group
the consumer
about chasing money
advertising revenue slippage
less money spent on newspapers and network television
audience emancipation technology
-it's easy to avoid advertising
-popup blockers, Tivo, remote controls
advertising clutter
-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
commercial breaks
time devoted to advertising
-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
reaching hard to reach demographics
-premium cable channels
-video games
-vhs and dvd
-not media that is traditionally easy to advertise on
Effects of advertising
1. infomercials
2. product placement
3. super bowl commercials and event advertising
4. controversial advertising
5. place-based advertising
6. return of sponsorship
30 minute advertisement
product placement
tv, movies, books, comics etc.
event advertising
superbowl takes on this roll in the 1980's
place-based advertising
CNN: airport network
Channel One
the promotion and sale of a product throughout the various subsidiaries of the media conglomerate
consensus narratives
cultural products that become popular and command wide attention
space brokers
individuals who purchase space in newspapers and sell it to various merchants
market research
assesses behaviors and attitudes of consumers towards a particular product
-Values and lifestyles strategy
-divides consumers into types
media buyers
people who purchase types of media that are best suited to their clients' ads and reach targeted audience
saturation advertising
inundation of media with ads for target audience
account exectutives
responsible for bringing in new business and managing the accounts of clients
account reviews
process of evaluating and reinvigorating a product's image
myth analysis
most ads are narratives with stories to tell and social conflicts to resolve
commercial speech
any print or broadcast expression for which a fee is charged