In what was supposed to be a passionate discussion of the art of screenwriting, this article will from the periphery describe this essential art; (and hopefully not disparage or minimize how important it is to the feature length film). Anyone who has enjoyed many of the articles on this site knows we are not kidding when we say the article was meant to honor this discipline. So please indulge us while we attempt to talk around the art and at least an indication of where a future article hopes to be more detailed in describing.
4th article in our series Next Generation of Films for Women
Nominating Katherine Bigalow’s work “The Hurt Locker” (2008), “Zero Dark Thirty” (2012), we will prescribe her as an antidote for contemporary weaknesses in popular filmmaking. This article will also predict what other female filmmakers will once again rise to the occasion and save audiences from the kinds of predictability that are apparent in so many contemporary films. That’s right, women will be Hollywood’s secret weapon, once again stale ideas, myopic visions, and impotent paradigmatic planning will eventually be overturned. Unlike yesterdays Hollywood, in tomorrow’s Hollywood it will be the male acting stars that will be running for exposure in breathe-taking female helmed productions. Judging from the ambitiousness of their current work, their future work will likely have the narrative and dramatic experiences current Hollywood films are missing. But you may be asking what did he mean by “once again?”
In a previous article we discussed some of the misunderstandings regarding differences between the promotional missions of posters and DVD’s and Blu-ray packaging options. Satisfied that these media address entirely different missions we can move forward. Though the same film may feature in both campaigns, we have to accept that the promotion of first run films is extremely different than the secondary market and promotion of home video sales. The winners in one may not necessarily be the winners in another. It may be startling to recognize that a story telling vehicle has become more of a product than an attempt to build a unique narrative experience. Stopping at that transformation makes it difficult to recognize what the new package design configurations may mean in the seduction and captivation of audiences. 1. Along the way I intend to address what considerations occur in trying to motivate audiences to come to theaters versus those considerations that have them bring the video into their homes on a long-term basis. 2. Review how film production departments or stations might change their goals in the process of achieving these marketing agendas. And 3. Discuss what package design configurations end products may take to overwhelm audiences regarding the original narrative experience.
The movie poster is a unique seduction tool that is designed to relieve audiences of any ability to resist seeing a given film. An essential product of feature film promotion, unlike the movie marquee its sphere of influence extends beyond specifying what screen based dramatic performance will occur within the movie house, who are the main stars, and when it is playing. The movie poster is responsible for activating the viewer’s since of curiosity, remind them of potential wonder, and demand that they place the coming event on their and within the theater’s schedules. How does the poster do all these things, it uses a hundred plus years of visual gimmicks, provocative scenarios, narrative suggestions, visual effects and stimulating language to relieve the theater fan of their capacity choose another past time.
5th article in our 7- week series on Film Studios Marketing Tactics
Much like its uncle and aunt, the Movie Marquee and Poster, the Optical disc package or DVD is a modern day promotional vehicle for the contemporary feature film. Yet with the use of video on demand, streaming media, and other forms of media designed for home reception on the horizon and future, we have to wonder whether the speed of technological change will significantly curtail the lifespan of this form of promotional packaging? Placing one more nail in the Red Box or neighborhood video store coffin, if the media is delivered over the internet (to your home) you have much less need of packaging for a nonexistent disk. So while this marketing media continues to retain its urgency, let’s explore its reliable communicative features and influential marketing strengths.