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16 Cards in this Set

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Coined by Edward Said. Describes the way the West feels about the East. The idealisation of native/foreign cultures.

For instance the 'stoic savage'.


Originally defined by a large audience response. After a while the term came to mean a high-budget production aimed at mass markets, with associated merchandising, on which the financial fortunes of a film studio or a distributor depended.

Producers have to ensure profit (e.g. through remakes/sequels/fantastical visuals/3D) and Blockbusters are an easy/safe way to do this.

Saturated vs platform release-

Platforming is a method of release where the film is opened in a single theatre or a small group of theatres in a particular territory for the purpose of building an audience before releasing into other territories. This can be done in one step or in phases once the film has established itself in the market. A wide (saturated) release, on the other hand, is where a film is released on a large number of screens in several territories all at one time. Any number of screens ranging from 100 to >3000 is considered a wide release. Most, if not all, studio films exhibit wide releases.


Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product. For instance there are related offers, joint newsletters and frequent buyer cards. For Avatar specifically "LG and Panasonic pitched in for global tie-ins to cross-promote products with similar 3-D innovations, while Mattel partnered on the toy merchandising front.".

POPSTAT index-

An equation for measuring popularity. Used in a time when box office stats were unreliable. E.g. Britain in the 1930s.

Cultural capital

"In sociology, the term cultural capital refers to the social assets of a person (education, intellect, style of speech and dress, etc.) that promote social mobility in a stratified society."

For instance in our society the ability to speak Latin holds high cultural capital, even though it is comparatively useless.


Going back in time to address and change things. For instance Rambo wins the Vietnam War. In Avatar there is a form of revisionism linked to Native Americans.

Forms of marketing-



TV spots


Product placement



Soundtracks/music videos

Ancillary markets-

Non-theatrical markets for feature films. Like home video, TV Pay Per View, Internet streaming, airlines etc.

10 Steps to Box Office analysis-

1. Opening weekend

2. Full week

3. Number of engagements/screens

4. Week’s average $ per engagement

5. % change in box office

6. Number of weeks in release

7. Worldwide cumulative

8. Ratio between opening weekend & final

9. Time taken to reach $100 million

10. Ratio between box office and budget

Buckland and Long-

“…box office figures are not mere numbers, but offer a concise and condensed representation of the audience’s behaviour patterns” (Buckland and Long 2006, p.92).

“Far from being mere numbers, box office grosses represent the response of PEOPLE to films” (Hayes and Bing cited in Buckland and Long 2006, p.88).

Cascading system of release-

Taking high status cinemas and allow them to charge more for tickets and give them movies earlier (4-5 months).

So flagship cinemas can take the temperature of how popular it will be and studios can decide distribution based on this.

Government quotas-

In the 30s they wanted to prevent a Hollywood monopoly. There was a quota of British films which had to be shown.

Quota Quickies was a name given to quick films which easily filled the quota set.

Financial vs cultural capital-

“cultural goods do not have a clearly defined use-value” but they do have a clear “exchange-value”(Fiske 2006, p.539)

“what is exchanged and circulated here is not wealth but meanings, pleasures, and social identities.” (Fiske 2006, p.539)


“Like Cameron’s earlier films, Avatar is an example of the most successful film genre in history: science fantasy.”(Davidson 2010, p.12)


On the lush alien world of Pandora live the Na'vi, beings who appear primitive but are highly evolved. Because the planet's environment is poisonous, human/Na'vi hybrids, called Avatars, must link to human minds to allow for free movement on Pandora. Jake Sully (Sam Worthington), a paralyzed former Marine, becomes mobile again through one such Avatar and falls in love with a Na'vi woman (Zoe Saldana). As a bond with her grows, he is drawn into a battle for the survival of her world.