This is a book about the US motion picture industry - its structure and policies, its operations and practices. It looks at the processes that are involved in turning raw materials and labor into feature films. It describes the process of film production, distribution, exhibition and retail - a process that involves different markets where materials, labor and products are bought and sold. In other words, this is a book about how Hollywood works - as an industry. How Hollywood Works: - offers an up-to-date survey of the policies and structure of the US film industry - looks at the relationship between the film industry and other media industries - examines the role of the major studios and the other 'players' - including, law firms, talent agents, and trade unions and guilds - provides access to hard-to-find statistical information on the industry While many books describe the film production and marketing process, they usually do so from an industry perspective and few look at Hollywood critically from within a more general economic, political and social context. By offering just such a critique, Janet Wasko's text provides a timely and essential analysis of how Hollywood works for all students of film and media.
Chapter 4: Expanding the Industry
Expanding the Industry
Hollywood and the film industry are constantly changing, and usually expanding, due to the continual search for profit. Some of the industry's expansion strategies have involved efforts to commercialize various areas, to produce additional products, to connect to other diversified activities, and to seek additional retail markets. This chapter will discuss these trends, namely, commercialization, commodification, diversification, and globalization, as they apply to the US film industry.
In the past few decades, the Hollywood industry has become more explicitly commercialized through the practice of featuring products in films. In addition, more commodities are being produced in conjunction with feature films in the form of merchandise, as well as the production of media products that flow out of the primary film commodity. ...