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The Most Important Aspect Of Global Hollywood 2, And What Makes It Relevant ...


The most important aspect of Global Hollywood 2, and what makes it relevant to this study, is Miller et al.'s opinion, which sees marketing as vital if not as the most essential part in Hollywood's global success and reputation, and his opinion that both advertising and marketing facilitate interaction between a film and its audiences. Miller et al. see Hollywood's established dominance in the film production business as a complex process with a simple goal, which is to make more money than the competition.
In High Visibility: Transforming Your Personal And Professional Brand (1987) marketing expert Philip Kotler et al. elucidate how Hollywood has become what it is now and explains the various methods used to achieve film recognition and distinction within the crowded film marketplace. Kotler et al. also describe the process of marketing a film as a complex procedure, which is the result of work by a number of different professionals, all aiming at the same goal. He mentions three major components that need to work together in order to turn a film into a profitable blockbuster:
The first component is marketing, which either takes a film and assigns it a personality by employing a certain actor to endorse it in various campaigns, or creates a film around an actor's image, e.g. My Date With Drew based around Drew Barrymore's character. In both cases, the marketing process is based on thorough market research to determine target audiences, their needs, wants and demands, and deliver a film based on existing preferences with the help of one or more established actor/actress.
The second is advertising, whose role is the ‘birth' of the film in front of the public, i.e. delivering the message in print or dialogue to let the public ‘discover' it.
The third is public relations and its techniques to gain visibility through the use of the media.

Sociologists such as Kotler et al. (1987) and Miller et al. (2005) also explain that people often develop emotional connections with film characters. Both authors argue that the process of marketing is carefully designed to appeal to exactly those emotional connections that have already been established or are soon to be, and as the authors see it the process is meant to be developed and perpetuated for the long run. In this case, marketing and advertising use their persuasive power by simultaneously promoting the lead character's image and the film in order to rise the film's aspirations and to inflame the viewer's desire for a piece of the character's style and/or lifestyle by buying film merchandise.
3. METHODOLOGY
The chosen methodology for this dissertation is textual analysis, which focuses vastly on determining and analyzing the impact of Hollywood's influence on audiences and competition alike.


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