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 5: Promoting and Protecting the Industry
Promoting and Protecting the Industry
Promoting the Industry
Hollywood companies succeed year after year in dominating film markets around the world for a variety of reasons, but it must be stressed that these companies do not simply rely on the strength of their products competing in these markets. As Samuel Arkoff once claimed, “No picture has ever been made that is good enough to sell itself” (Donahue, 1987, p. 82).
Film companies spend massive amounts of money on advertising and promotion to ensure that consumers are aware of their products. In addition, Hollywood encourages press coverage of their activities, not only through film reviews, but various kinds of publicity associated with films and film celebrities. Films also receive attention at festivals and markets, ...