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This Dictates The Relationships Between Audiences And Hollywood's Vast ...

This dictates the relationships between audiences and Hollywood's vast influence as well as the durability of a film within the marketplace and within a certain target audience. Socially and culturally, the book argues that Hollywood films are also claimed to provide key ways in which masses come together by adopting a sense of identity and collectiveness with the characters. This argument relates well to some findings in chapter three, which will argue that Hollywood films are more successful than foreign output because they have a more effective persuasive effect and greater appeal among audiences due to various reasons, such the set-up of fan sites and blogs on the internet.
In order to best understand Hollywood film-making and how it is done, it is necessary to explain and examine the role of marketing. In his book New Hollywood, King (2005) claims that marketing and advertising help shape audience preferences, a phenomenon, which he defines as the expression of a cultural axis organized around abstract desire. In his opinion, the benefit of attaching a celebrity to a film is that the film literally receives a personality, which, depending on the actor's image, immediately projects an image of an elegant and trusted person as opposed to a faceless foreign product. This is the case because audiences relate to celebrities in the same way in which they respond to products and much of their preferences are constructed around celebrities.
Advertising forces also provoke attempts to accomplish subjective assimilation by encouraging and renewing consumers' attachment to an actor/film genre. Often, by casting a well-known and established actor for the same type of movie he is recognized for, the producer has achieved at least recognition among audiences and the film is very likely to attract both fans of the actor and of the film genre. Miller et al.'s book Global Hollywood 2 (2005) provides both theoretical and practical data concerning Hollywood film-making and actor casting. The author discusses historical aspects of Hollywood film-making, as well as its presence and future, and evaluates the general paradigm of today's film obsessed culture. It also introduces the fundamentals of marketing inquiry including the basics of targeting and positioning in the film business.
Global Hollywood 2 is also one of the few books to include many chapters discussing the influence of Hollywood film-making on what is shown on screens worldwide and focusing on several important aspects of Hollywood's domination over foreign film production companies. Although the book itself is one of the most thorough and all-round analysis of Hollywood's global dominance, the paradigm of its marketing methods is less examined in the research than one would expect from a marketing expert.


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