Movie industry is one of the biggest money making industry in the world. Especially in USA, Hollywood is known as heaven of movie industry. This time, let’s talk about Hollywood movie industry.
First Studio Period (1920 – 1960), particularly 1930s to 1945s was the golden age of Hollywood. At that time, there was monopoly and oligopoly of 8 major studios. To get the best profit, studios made vertical integration of movie making, distribution, and screening. Also, to please audiences’ taste and ensure the box-office, they devise studio, star, and genre system.
Movie making started to be specialization by studio system. At that time, people introduced assembly line method, and through standardization, they attempted mass production. That is opportunity of increase economic efficient. Like this, there was a trend of disposition individual art in studio that purposes to profit maximization. Moreover, by the integration of making, distribution, and screening, major studios could take monopoly in movie industry.
In screening, major studios possessed more theaters to earn much money. Also they put out special price policy. They drew a distinction of a ticket by the same time screening system such as run, zone, and clearance. Thus, enthusiastic audiences needed to pay expensive entrance fee.
Another method to ensure the box-office was star system. Stars ensured the box-office and gave joy to the audiences. Audiences love starts by relates an image with the stars. Therefore major studios showed their own individuality through their belonging stars, so they made themselves differently as other studios. Stars’ fixed image was so strong, so that audiences even could guess what kind of movie it is when studio showed a main actor. If a star showed a new image instead of his/her fixed image in a movie, the movie’s risk was big. In other words, it was easy to fail the box-office. Like this, star was a special product of Hollywood, a representative of produce and a representative of consumption. It was the result of studio’s complete effort.
Genre is a public story, normal consideration of movie topic. Genre system was also a method for saving money and profit maximization. It worked like box-office element of stars. Studios repeated a genre that was popular; soon a movie’s standardization became a model.
Scenario that is center of narrative was created by the director, producer, and scenario writer. Scenario was written by many scenario writers rather than one writer, and there was a writer who only took charge of a certain story. Thus, scenario writer was a small part of a big plan rather than a person in charge of creative working.
Studio system that was devised for mass production and mass marketing of movie started collapsing after World War II and appearance of TV. This appearance of TV changed people’s watching movie habit to watching TV habit. In the early 1950s, after Hollywood got damage by TV, they sought distinction with TV through new technologies that were large size screen, 3-D movie, color movie, and stereo sound effect.
Even though in many efforts, movie industry was stagnant. At that time, it was the last struggling to survive rather than make profit. However, Hollywood sought new survival method through rationalization in blockbuster, estimate, production value, and marketing. This period is called “New Hollywood Period”. Specifically it is after 1975s, and period that economic, aesthetic, technical interaction became a center. The thing that opened period of new Hollywood was [Jaws]. [Jaws] led period of high cost and high technique blockbuster. In story aspect, it was mix of action, thriller, and various genres. Narrative was simple and effective, its structure moved and separated to the climax,and exploded at the end. Anyway [Jaws] made a big profit, and showed other potentialities of movie industry. [StarWars] was also representative movie of new Hollywood period. These two movies were trigger that made Lucas and Spielberg to become center men of Hollywood.
After that, Hollywood’s marketing strategy became a defensive strategy. A sequel, series, edited version, remake movies were increased, because risk was grew by increase of production cost. Also, increase of print cost for the same time screening affected quite big.
The biggest feature at that time was relationship between movie and TV. In other words, the effect of TV advertisement grew big in movie market, and with this, through appearance of cable TV and video, movie channel was made and new market (video) was created. Not only this, but also various cultural products were sprang. Various media as production, network and record, publication, game, toys, theme parks were emerged to make more profit. According to this, Hollywood movie industry gradually firmed. Generally, long term stability of movie making in new Hollywood period was increased, but short term was decreased.
Today, Hollywood has remaining as a symbol of harmony in technology and narrative tradition rather than center of movie manufacture, but even the industry structure has changed, Hollywood’s basis still affects American movies.
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