High Concept: Movies and Marketing in Hollywood [NOOK Book]

Overview

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 ...
See more details below
High Concept: Movies and Marketing in Hollywood

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK 7.0
  • Samsung Galaxy Tab 4 NOOK 10.1
  • NOOK HD Tablet
  • NOOK HD+ Tablet
  • NOOK eReaders
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$22.99
BN.com price
(Save 7%)$24.95 List Price

Overview

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.
Read More Show Less

Product Details

  • ISBN-13: 9780292786592
  • Publisher: University of Texas Press
  • Publication date: 7/22/2010
  • Series: Texas Film and Media Studies Series
  • Sold by: Barnes & Noble
  • Format: eBook
  • Sales rank: 1,165,215
  • File size: 11 MB
  • Note: This product may take a few minutes to download.

Table of Contents

Acknowledgments
1 A Critical Redefinition: The Concept of High Concept 1
The Entertainment Industries on High Concept 8
The Critics on High Concept 13
Economics, Aesthetics, and High Concept as "Post" Classical Cinema 15
Micro- and Macro-Analysis: Style, Marketing, and Differentiation of Product 16
"The Look, the Hook, and the Book" 20
2 Construction of the Image and the High Concept Style 23
Advertising as an Influence on Style 24
"You've Got the Look": Perfect Images in High Concept 26
Stars and Style 31
Music as an Element of Style 36
Excess in High Concept: The Promotional Music Video 44
The High Concept Image: Character Types and Genre 53
Style, Classical Hollywood, and the Art Cinema 60
3 High Concept and Changes in the Market for Entertainment 65
The Marketplace and Traditional Definitions 65
Conglomeration and Film Content: The Roadshow, The Youth Picture, The Blockbuster 69
Uncertainty in the Marketplace: The Development of the Contemporary Industry Structure 81
Differentiation of Product 94
High Concept as Product Differentiation 104
4 Marketing the Image: High Concept and the Development of Marketing 109
Changing Distribution Patterns 110
Awareness Marketing: High Concept in Print 112
Maintenance Marketing: Selling through Music and Product 133
Merchandising and Ancillary Tie-ins 148
5 High Concept and Market Research: Movie Making by the Numbers 155
The Growth of Market Research 156
The Model of Market Research within the Film Industry 158
Case Study: Determining Boxoffice Revenue 161
Theorizing the Positive Influences on Boxoffice Gross 162
Specification of the Model 164
Estimation of the Model and Results 167
Manipulation, Control, and High Concept 172
Factors Influencing the Decline of Market Research 176
6 Conclusion: High Concept and the Course of American Film History 188
The Transformation of the Auteur 190
Television and the Ideological Agenda of High Concept 194
The Alternatives to High Concept 198
Notes 203
Index 227
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted April 8, 2010

    No text was provided for this review.

Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)