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High Concept: Movies and Marketing in Hollywood
University of Texas Press, 1994 Cloth: 978-0-292-79090-2 | Paper: 978-0-292-79091-9 | eISBN: 978-0-292-78659-2 Library of Congress Classification PN1995.9.M29W9 1994 Dewey Decimal Classification 791.430688
ABOUT THIS BOOK | AUTHOR BIOGRAPHY | REVIEWS | TOC
ABOUT THIS BOOK
Steven Spielberg once said, "I like ideas, especially movie ideas, that you can hold in your hand. If a person can tell me the idea in twenty-five words or less, it's going to make a pretty good movie." Spielberg's comment embodies the essence of the high concept film, which can be condensed into one simple sentence that inspires marketing campaigns, lures audiences, and separates success from failure at the box office. This pioneering study explores the development and dominance of the high concept movie within commercial Hollywood filmmaking since the late 1970s. Justin Wyatt describes how box office success, always important in Hollywood, became paramount in the era in which major film studios passed into the hands of media conglomerates concerned more with the economics of filmmaking than aesthetics. In particular, he shows how high concept films became fully integrated with their marketing, so that a single phrase ("Just when you thought it was safe to go back in the water...") could sell the movie to studio executives and provide copy for massive advertising campaigns; a single image or a theme song could instantly remind potential audience members of the movie, and tie-in merchandise could generate millions of dollars in additional income. See other books on: Hollywood | Hollywood (Los Angeles, Calif.) | Marketing | Motion pictures | Movies See other titles from University of Texas Press |
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Nearby on shelf for Literature (General) / Drama / Motion pictures:
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High Concept: Movies and Marketing in Hollywood
ABOUT THIS BOOK | AUTHOR BIOGRAPHY | REVIEWS | TOC
University of Texas Press, 1994
Cloth: 978-0-292-79090-2
Paper: 978-0-292-79091-9
eISBN: 978-0-292-78659-2
Cloth: 978-0-292-79090-2
Paper: 978-0-292-79091-9
eISBN: 978-0-292-78659-2
Steven Spielberg once said, "I like ideas, especially movie ideas, that you can hold in your hand. If a person can tell me the idea in twenty-five words or less, it's going to make a pretty good movie." Spielberg's comment embodies the essence of the high concept film, which can be condensed into one simple sentence that inspires marketing campaigns, lures audiences, and separates success from failure at the box office.
This pioneering study explores the development and dominance of the high concept movie within commercial Hollywood filmmaking since the late 1970s. Justin Wyatt describes how box office success, always important in Hollywood, became paramount in the era in which major film studios passed into the hands of media conglomerates concerned more with the economics of filmmaking than aesthetics. In particular, he shows how high concept films became fully integrated with their marketing, so that a single phrase ("Just when you thought it was safe to go back in the water...") could sell the movie to studio executives and provide copy for massive advertising campaigns; a single image or a theme song could instantly remind potential audience members of the movie, and tie-in merchandise could generate millions of dollars in additional income.
ABOUT THIS BOOK | AUTHOR BIOGRAPHY | REVIEWS | TOC
