the dynamics of mass communication
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The Dynamics of Mass Communication. Seventh Edition. Joseph R. Dominick. Part 3 The Electronic Media. Chapter 9 Motion Pictures. Motion pictures and TV “work” because of two quirks of the human perceptual system: the phi phenomenon persistence of vision. History of the Motion Picture. - PowerPoint PPT PresentationTRANSCRIPT
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The Dynamics ofMass Communication
Joseph R. Dominick
Seventh Edition
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Part 3Part 3
The Electronic MediaThe Electronic Media
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Chapter 9Chapter 9
Motion PicturesMotion Pictures
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History of the Motion PictureHistory of the Motion Picture
Motion pictures and TV “work” because of two quirks
of the human perceptual system:
• the phi phenomenon
• persistence of vision
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Edison and Early ExperimentsEdison and Early Experiments
• Using a sprocket-feed device in 1889, Edison and his assistant Dickson invent the first practical movie camera and viewing device, a single-viewer system they call the Kinetescope.
• Like radio, movie profits were first expected though sale of hardware, not the software.
• In 1896 Edison realized his error and developed a mass projection device he calls the Vitascope.
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The NickelodeonsThe Nickelodeons
• Movie interest surges when they “tell a story.”
• First movies are filmed with a stationery camera, much like watching a stage production.
• The Great Train Robbery is the first film to use roving camera angles and film editing techniques.
• New 50-90 seat theaters, called Nickelodeons, meet rising demand for story-based films, charging 5 cents admission.
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Early Films and Birth of the MPPCEarly Films and Birth of the MPPC
• Early film experiments (Queen Elizabeth and Birth of a Nation), indicate that audiences are willing to pay premium prices for longer, better films.
• In 1910s, top film firms form the Motion Picture Patents Company to stop competitors; the move backfires as independent producers move to Hollywood. The MPPC is dead by 1917.
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The Star SystemThe Star System
• Producers learn that the public identifies with recognizable “star” actors; studios capitalize on the draw power of stars (Charlie Chaplin, Lillian Gish, Mary Pickford).
• Early stars join to form United Artists Studio.
• Public demands more comfortable and elaborate theaters in order to sit through longer films
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Consolidation and GrowthConsolidation and Growth
• Film makers work to insure high profits by taking over all three divisions of the industry:• Production
• Distribution
• Exhibition
• The “Block Booking” system helps insure a steady market for film makers
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Roaring 20s Debuts Film SoundRoaring 20s Debuts Film Sound
• The Jazz Singer, the first film with sound, opens in1927 and the silent film era ends almost overnight.
• Hollywood’s lifestyle excesses tempt government censorship; industry avoids that by forming MPPDA.
• Film’s now costlier due to move to make bigger, better films, rising salaries and sound.
• Depression era cuts profits; industry counters with introduction of double features and Technicolor.
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The Studio Years The Studio Years 1930 - 19501930 - 1950
• Height of film studios: MGM, RKO, Universal, Warner Bros., 20th Century Fox, Paramount, UA, and Columbia.
• Back lots expand; musicals, comedy genres strong; film stars groomed; “golden film” era: Gone With the Wind, The Wizard of Oz, Stagecoach, and Citizen Kane.
• In 1948, courts order studios to stop block booking and monopoly practices; industry reacts by dropping theater exhibition control.
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Hollywood Reacts to TVHollywood Reacts to TV
Believing that TV would hurt profits, the film industry
tries to protect itself with several measures:• Studios refuse to advertise films on TV.• Films are not permitted to run on TV.• Film stars forbidden to appear on TV shows.• New film novelties introduced
• 3-D• Cinerama and Cinemascope• “Spectacle” films• adult themes (then unsuitable for early TV)
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Film in the 1960s and 1970sFilm in the 1960s and 1970s
• Hollywood finally sees mutual advantages in teaming
with television industry; the number of made-for-TV films
and made-in-Hollywood TV series increase sharply.
• The power of major studios erodes quickly with rise of
independent producers and “free agent” actors.
• Industry introduces film rating system (G, GP, R, X),
which switches content regulation burden to audiences.
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1970s Film Industry Trends1970s Film Industry Trends
• film revenues and budgets increase
• debut of blockbuster films
• small-budget films can be big hits, investments
• market research increases as film tool
• close ties with TV continue
• rating system adds PG-13, X replaces NC-17
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Contemporary Film TrendsContemporary Film Trends
. attendance levels out; ticket prices, profits higher
. Pay Per View, video/DVD rentals eclipse box office as a film’s primary revenue source
. more theater “screens” than ever, newer ones boast stadium seating and digital sound
. 7 firms dominate industry: Sony, Disney, Warner Brothers, Fox, MGM, Universal, and Paramount
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Motion Pictures in the Digital AgeMotion Pictures in the Digital Age
Though still in its infancy, digital film technology promises to make significant industry-wide changes, among them:
• Production: films will soon be shot, edited digitally
• Distribution: multiple film copy costs disappear, and electronic distribution methods replace physical
• Exhibition: expensive new projectors will be needed
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Netplexes and Film NapsterizationNetplexes and Film Napsterization
Films on the Internet?
Technically possible, but in the near future people won’t have bandwidth power to make it practical.
“Sharing” films, Napster-like?
Doubtful. Time consuming, little money savings, hard-disk storage limitations, big legal hurdles.
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DEFINING FEATURES OFDEFINING FEATURES OFMOTION PICTURESMOTION PICTURES
high production, marketing and distribution costs
dominated by big conglomerates
most expensive mass medium on a per-title basis
film has strong “art form” aesthetic dimension
going to movies is still a “social experience”
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ORGANIZATIONAL BREAKDOWN ORGANIZATIONAL BREAKDOWN OF THE FILM INDUSTRYOF THE FILM INDUSTRY
Production
Distribution
Exhibition
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FILM INDUSTRY OWNERSHIPFILM INDUSTRY OWNERSHIP
As of 2000, the top seven studios and owners were:
Walt Disney Company (Touchstone and Buena Vista)
AOL/Time Warner (Warner Brothers)
Paramount (Viacom)
Sony (Sony Pictures Entertainment)
Vivendi-Universal (French owned)
News Corporation (20th Century Fox)
MGM/UA (MGM and United Artists)
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TYPICAL STUDIO DEPARTMENTS
Though differences exist between one studio and another, a typical studio would have three departments:
• DistributionDistribution
• Film production divisionFilm production division
• TV production divisionTV production division
PRODUCING MOTION PICTURESPRODUCING MOTION PICTURES
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The three distinct phrases in the process are:
• PreproductionPreproduction
• ProductionProduction
• PostproductionPostproduction
The Movie Making ProcessThe Movie Making Process
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ECONOMICSECONOMICS
A typical film revenue breakdown might look something like this:
• DVD/cassette sales 28 %
• Domestic box office 22
• Cable 22
• Foreign box office 20
• Broadcast TV 4
• Other 4
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Financing FilmsFinancing Films
Money to finance a film can come in four ways:
• direct loan from distributor
• pickup
• limited partnership
• joint venture agreement
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Dealing with the ExhibitorsDealing with the Exhibitors
Distributors and exhibitors must agree on the terms under which a film showing will occur. Three common types of financial agreements are:
split percentage
sliding scale
90-10 deal
Concession sale stands can also bring in up to 90 percent of a theater’s total profit
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Promoting the Film OpeningPromoting the Film OpeningThe first three days of a film’s opening are crucial; if it does not do well then, it generally never will. Some of the more common ways of promoting films include:
• pre-opening media promotion and advertising blitz
• trailers (film clips from movie) in theater’s “Coming Attractions”
• heavy Internet exposure using trailers and sound scores
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FeedbackFeedbackFilms can generate feedback in three common ways:
• Box Office figures monitored by Variety magazine
• Market Research using “focus group” audiences
• Film Audiences though final audiences are rarely
used
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Cable and Video:Cable and Video:The Hollywood Revenue ConnectionThe Hollywood Revenue Connection• Film sales and rentals have leveled off, though they accounted
for $20 billion in 2000 (sales $12B, rentals $8B).
• 6 million people rent films daily; 12 million go to the theater.
• DVD sales and rentals will reach parity with videos in 2003.
• Pay-Per-View market up (30 million homes now have PPV).
• Producers also get revenue from premium cable channels such as HBO, Showtime, and Cinemax.
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End of Chapter 9
Motion PicturesMotion Pictures