High concept : movies and marketing in Hollywood

High concept : movies and marketing in Hollywood / Justin Wyatt.

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...

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Bibliographic Details
Main Author: Wyatt, Justin, 1963- (Author)
Format: eBook
Language:English
Published: Austin : University of Texas Press, [1994]
Series:Texas film and media studies series.
Subjects:
Motion pictures > United States > Marketing.
Motion pictures > Marketing
Filmwirtschaft
Marketing
Filmindustrie.
Marketing.
Hollywood (Los Angeles, Calif.)
California > Los Angeles > Hollywood
United States
USA
Online Access:Click for online access
Table of Contents:
  • Acknowledgments; 1. A Critical Redefinition: The Concept of High Concept; The Entertainment Industries on High Concept; The Critics on High Concept; Economics, Aesthetics, and High Concept as Post Classical Cinema; Micro- and Macro-Analysis: Style, Marketing, and Differentiation of Product; The Look, the Hook, and the Book
  • 2. Construction of the Image and the High Concept Style; Advertising as an Influence on Style; You've Got the Look: Perfect Images in High Concept; Stars and Style; Music as an Element of Style; Excess in High Concept: The Promotional Music Video.
  • The High Concept Image: Character Types and GenreStyle, Classical Hollywood, and the Art Cinema; 3. High Concept and Changes in the Market for Entertainment; The Marketplace and Traditional Definitions; Conglomeration and Film Content: The Roadshow, The Youth Picture, The Blockbuster; Uncertainly in the Marketplace: The Development of the Contemporary Industry Structure; Differentiation of Product; High Concept as Product Differentiation; 4. Marketing the Image: High Concept and the Development of Marketing; Changing Distribution Patterns; Awareness Marketing: High Concept in Print.
  • Maintenance Marketing: Selling through Music and ProductMerchandising and Ancillary Tie-ins; 5. High Concept and Market Research: Movie Making by the Numbers; The Growth of Market Research; The Model of Market Research within the Film Industry; Case Study: Determining Boxoffice Revenue; Theorizing the Positive Influences on Boxoffice Gross; Specification of the Model; Estimation of the Model and Results; Manipulation, Control, and High Concept; Factors Influencing the Decline of Market Research; 6. Conclusion: High Concept and the Course of American Film History.
  • The Transformation of the AuteurTelevision and the Ideological Agenda of High Concept; The Alternatives to High Concept; Notes; Index.

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