Dissertation Creation - The UK's original provider of custom dissertations and dissertation help...

Free Dissertations - Film Studies Dissertations

With Right Of Publicity, The Standard Is Much Lower, And Is Generally Simply ...

With Right of Publicity, the standard is much lower, and is generally simply one of identification measured by a minimal standard.
In spite of these differences, it is crucial for a worldwide film marketing and advertising campaign to appoint a combination of Trademarks and Right of Publicity due to the fact that these doctrines are recognized in different ways throughout the world. Nowadays, Hollywood films are increasingly employing the use of Trademarks as a means to consolidate legal rights. The Star Wars Trilogy, The Lord of the Rings and Titanic, to name a few, belong to the type of films that has extensive trademark regimes in place to establish and promote their value in the marketplace.
An important question that arises at this point is: what are the elements of a film that can be registered as a trademark?
It depends on how the film is being used, because it has to function as a trademark in the marketplace. With this basic prerequisite in place, almost anything can be registered as trademark, from the film title, which gives the name a right to function as a word mark, to the lead character's image. For instance, the title Star Wars is widely recognized and not easily confused with other similar movies such as Star Trek, hence the title Star Wars essentially constitutes as a trademark. Both Star Wars and Titanic, and many others, have created clothing lines, multi-media product lines and other fan merchandise based in part around the films' identities and are sold based on their trademarks.
Per annum Hollywood earns as much as $79 billion from overseas sales by the converging different copyright industries, which now belong to the second-largest net export sector of the US economy (Maltby, 2003: p. 190-200). The strategy of advanced audience analysis ensures that market opportunities for advertising, licensing and merchandizing are not missed, which shall be discussed in-depth in the chapters to follow.

HYPOTHESIS/RATIONALE
Hollywood has become a synonym for the process of developing high-action films into products that have gained audiences' trust and have a longer durability and visibility within the marketplace than other film productions. So far, many authors have dedicated countless books to the topic of how to develop a film according to audience preferences to transform it into a box office success, or why Hollywood chooses certain celebrities for certain film genres, yet little if hardly any attention has been given to relevant questions such as why are Hollywood films audience magnets and how does Hollywood keep its dominance within the film industry?
Hollywood promotes films to turn them into multi-million dollar blockbusters and has considerable influence over what is seen on both home and foreign cinema screens.

Please note: The above dissertation snippet was written by a student and then submitted to us to display and help others. Thanks to all the students who have submitted their work to us.