The Hollywood Film Industry

Hollywood Cinema

The Hollywood film industry's values differ greatly to other countries and movements such as German Expressionism, which values film as an art form. Hollywood value making a profit through a systematic and controlled approach and producing films targeted at the largest demographic possible. Hollywood has been criticised for the constant making and release of franchises, remakes, and reboots, a lack of originality and risk-taking as well as the excessive production of merchandise. However, this has in no means halted their growth, with 19 of the highest 25 salaries in 1938 being in the film industry, and Hollywood’s most successful year to date in 1946.

The domination of the film industry began in the 1920’s with The Majors, which consisted of the ‘Big Five’  and the ‘Little Three’, with 70% of all cinema takings being taken by them. Hollywood worked as an oligopoly through vertical integration, integrating production, distribution, and exhibition; therefore, owning all aspects.

Hollywood developed the ‘block-booking’ strategy whereby cinemas had to buy blocks of films rather than picking what they thought to be the best in order to sell more films. In addition, a staggered release was put in place where cinemas were given orders in which they could release films. Large cities such as LA got the films first whereas smaller areas got films up to a year later. This would bring an element of excitement and build-up for the people living in more rural areas and allow people in the cities to feel eager that they were some of the first people to see a film; resulting in films amounting to a larger profit from both parties. 

The introduction of the ‘star system’ emerged where actors were owned by the studios through a fixed contract where they constructed your identity through the actor’s appearance and how they would appear to the public eye; creating an ‘ideal’ and ‘perfect’ image of an actor that was by no means realistic. During the war this image of idealism was extremely popular with audiences, providing a means of escape from the horror of the war occurring at the time.

1948 was the end of Hollywood’s ‘classical’ era with the Supreme Court’s Paramount Decree, the end of ‘block-booking’ and the release of actors. Hollywood lessened their productions, becoming more cautious due to their no longer guaranteed market and loss of control.

In 1950 the affordable TV emerged resulting in audience’s halving due to the competing technology. Hollywood knew they had to do something to make a change and began making films for TV to appeal to these new audiences.

The new era of Hollywood began with the emergence of the ‘blockbuster’ in 1970. Hollywood started catering to the largest audience possible and proved itself superior to TV through the new high production values. Foreign films were given more opportunity and multiplexes began appearing with new wide screens and extravagant special effects. Marketing became equally as important as the film itself.

The film that largely marked the new Hollywood was Jaws in 1975 with its 464-screen opening, redefining cinema. Jaws brought about the key notion of the spectacle as well as the ‘event movie’ and was the first film to earn over $100 million, later becoming a popular franchise. At the time it was uncommon for a summer release as most people are usually out in the sun or at the beach around this time; however, due to the recent arrival of multiplexes housing cinema screens, many people spent their days inside rather than out. Before the film's opening, $2.5 million was spent on promotion including posters, TV ads, t-shirts, billboards, and even Jaws-themed ice cream. These marketing strategies were all employed to maximise the box office takings and establish the film as an ‘event’ that everyone needs to see and be a part of.

To this day, Hollywood largely dominates the film industry through its dependable and rarely challenging narratives with happy endings and fulfilling character arcs that often conform to the expectations of audiences. As well as the visually appealing demonstration of technology through special effects and extravagant imagery in order to secure them a profit. Hollywood continues to bring about a sense of anticipation and excitement for the release of new films to gain the largest domestic gross possible through marketing strategies such as long trailers that spread rapidly over social media as well billboards and posters everywhere you look.