1. and Hollywood MOVIES

2. EARLY HISTORY OF THE MOTION PICTURE INDUSTRY Highly competitive with easy access for new business: y interchangeable products y smallness of buyers & sellers in relation to market y absence of artificial restraints y accessibility of resources

3. EARLY HISTORY OF THE MOTION PICTURE INDUSTRY z Thomas Edison (1894) y The Kiss z The Lumiere Brothers (1895) y Employees Leaving the Lumiere Factory y Arrival of the Express at Lyons z Georges Melies (1902) y A Voyage to the Moon z Edwin S. Porter (1903) y The Great Train Robbery

4. THE MOTION PICTURE PATENTS COMPANY (MPPC)  Thomas Edison formed MPPC (the “Trust”) in 1908 as a PATENTS POOL  cooperative of leading U.S. and French film companies  dominated the film industry from 1908-1915  Successfully excluded small companies from the market

5. WHY did the MPPC fail?  Could not meet product demand  Some independent producers bought film stock from overseas  Some independent producers moved operations out of the NY and NJ area, eventually to California  Independent distributors set up a non-MPPC distribution network  Declared a monopoly in 1915 as the result of a 1912 anti-trust case brought by Fox

6. THE RISE OF THE HOLLYWOOD STUDIO SYSTEM (1925-1948)  From Monopoly (the MPPC) to Oligopoly (the Studio System)

7. The “Big Five” and the “Little Three” The “Big Five” or the Majors:  Warner Brothers  Paramount  20th Century Fox  Loew's (MGM)  RKO (owned by RCA) The “Little Three” or the Minors:  United Artists  Columbia  Universal

8. How did the Big Five control all three levels of the industry? VERTICAL INTEGRATION of: -production -distribution -exhibition

9. How did the studios control exhibition? zRun yFirst, second, third zZone yGeographic coverage without overlaps zClearance yElapsed time between runs zBlock Booking yRental in packages of assorted films

10. High Sierra: A Case Study zAn A feature, starring Bogart and Lupino zStarts first run on January 25, 1941 yStudio-run theaters in 100 large cities yTicket price=$1.00 to $1.25 zSecond run in May, 1941 ySecond run theaters (smaller cities) yTicket price=$.40 to $.75 zThird run in Fall, 1941 yNeighborhood and rural theaters yTicket price=$.25

11. HOLLYWOOD STORYTELLING THE CLASSICAL HOLLYWOOD STYLE

12. Three Key Elements:  Narrative  Technology  Genre

13. Technology: Behind the Art of Movies  The movie industry is dependent on developing new technologies  As an example, let’s consider sound  The Jazz Singer (1927)  Singin’ in the Rain (1952)

14. GENRES: How Films Are Sold  GENRE= category in which conventions regarding similar characters, scenes, structures and themes reoccur  Regulated Difference: genres benefit the industry by allowing both product standardization and product differentiation  What are some Hollywood genres?

15. WHAT UNDERMINED THE STUDIO SYSTEM? No one thing : four large factors came together in the late 1940s:  The House Committee on Un-American Activities  The Paramount Decision of 1948  Postwar Changes in Society  The Rise of Television

16. THE RED SCARE AND HUAC HEARINGS  Cold War paranoia about Communist messages in mass entertainment  Congress formed House UnAmerican Activities Committee (HUAC)  1941 and 1947 HUAC hearings were "witch hunts" to remove so-called subversives from the industry (led by Sen. Joseph McCarthy)

17. EFFECT OF HUAC HEARINGS  blacklisting of talented members of Hollywood community  tarnished the Hollywood “Dream Machine” image  created a climate of fear and dampened creativity within the industry  wounds continue even today (e.g. 1999 Elia Kazan Oscar controversy)

18. THE PARAMOUNT DECISION  In 1948, Supreme Court ruled the studios in violation of Sherman Anti-Trust Act, restricting fair trade  Court ordered the Big Five studios to divest their theatre chains  EFFECTS: studios cut their film production by half; opened the way for independent producers, though that opening was short-lived

19. POSTWAR CHANGES in SOCIETY  returning soldiers  baby boom  suburbanization and new lifestyle  nuclear families with young children  changing patterns of consumption  less disposable income  decreased attendance at downtown movie palaces

20. THE RISE OF TELEVISION  decline in motion picture attendance  film industry’s technological gimmicks to emphasize the spectacle of the big screen  film industry cooperation with TV  movies on TV became a continuous competitor with theatre for film customers

21. HOLLYWOOD TODAY  marriage of TV and movies: watching movies now takes place on the home VCR and DVD player as well as at box office  new Hollywood studios produce TV shows as well as feature films  80-90% of new movies flop at box office, but losses recouped through video market

22. Sources of studio income today  box office revenues  video sales and rentals  distribution of films globally  studio distribution of independent films  product placement in movies

23. Entertainment Industry Consolidation: the modern movie oligopoly Ronald Reagan deregulates the industry in the early 1980s, allowing a new “Big Six” to emerge  Warner Brothers  Paramount  Twentieth Century Fox  Universal  Columbia  Walt Disney