HOLLYWOOD THEN TO NOW

Aims & Objectives

To compare To compare Hollywood Then: Hollywood Then: the Hollywood the Hollywood Studio System (1927-1948) Studio System (1927-1948) to Nowto Now: the package-: the package-unit system (1948-present) unit system (1948-present)

To highlight the similarities and differences To highlight the similarities and differences between between Hollywood Then to NowHollywood Then to Now

To identify key determinants shaping change To identify key determinants shaping change

between between Hollywood Then to NowHollywood Then to Now

Hollywood Then: The Studio System

In the 1920s motion pictures became the In the 1920s motion pictures became the most popular form of entertainment and most popular form of entertainment and leisure activity in America leisure activity in America

As Wall Street invested heavily in motion As Wall Street invested heavily in motion pictures, five major Hollywood studios and pictures, five major Hollywood studios and three smaller ones consolidated power to three smaller ones consolidated power to dominate the world marketdominate the world market

Hollywood Then: Ownership

The Big Five The Big Five ParamountParamount Loews(MGM)Loews(MGM) FoxFox WarnerWarner RKORKO

Little ThreeLittle Three UniversalUniversal ColumbiaColumbia United ArtistsUnited Artists

Hollywood Then: Financing

Hollywood during its Golden Age between the Hollywood during its Golden Age between the years of 1927-1948 operated a mode of production years of 1927-1948 operated a mode of production called the studio systemcalled the studio system

The studio system was an early form of vertical The studio system was an early form of vertical integrationintegration

All stages of production including screenplays, All stages of production including screenplays, financing, production, post production, financing, production, post production, distribution and exhibition were owned and distribution and exhibition were owned and controlled by the studios to maximise their profitscontrolled by the studios to maximise their profits

Hollywood Then: Production Practice

The Hollywood studio system of film-making to The Hollywood studio system of film-making to type as genres with stars in the leading roles type as genres with stars in the leading roles standardised the filmmaking processstandardised the filmmaking process

All film personnel from director to creative, All film personnel from director to creative, technical crew to actors were employees of the technical crew to actors were employees of the studiostudio

Hollywood Then: Production Practice

Each production house had a uniform style and Each production house had a uniform style and specialised in a particular genre such as the MGM specialised in a particular genre such as the MGM musical musical

Exceptions to the rule were directors such as Exceptions to the rule were directors such as Alfred Hitchcock, John Ford and Orson Welles Alfred Hitchcock, John Ford and Orson Welles who fought to work within the system and who fought to work within the system and establish their own stylesestablish their own styles

Hollywood Then: Stardom

The star system allowed the Hollywood studios to The star system allowed the Hollywood studios to ‘manufacture’ the success of young actors and ‘manufacture’ the success of young actors and new filmsnew films

Studios and stars began to specialise in particular Studios and stars began to specialise in particular styles, genres and roles styles, genres and roles

MGM employed Judy Garland when she was only MGM employed Judy Garland when she was only 16 to star in the 16 to star in the Wizard of OzWizard of Oz, while Paramount , while Paramount contracted contracted The Marx BrothersThe Marx Brothers to write and star to write and star in comediesin comedies

Relatively unknown actors would be groomed for Relatively unknown actors would be groomed for stardom, given new names, personas and lifestyles stardom, given new names, personas and lifestyles that would create positive publicity for the that would create positive publicity for the industryindustry

In return, actors were subject to restrictive In return, actors were subject to restrictive contracts of up to seven years, with relatively contracts of up to seven years, with relatively small salaries and few holidays between filmssmall salaries and few holidays between films

This allowed studios to put out more than 500 This allowed studios to put out more than 500 films a year (each)films a year (each)

Hollywood Then: Stardom

Hollywood Then: The Stars

Cary GrantCary Grant

Joan CrawfordJoan Crawford

Rock HudsonRock Hudson

Humphrey BogartHumphrey Bogart

Katharine HepburnKatharine Hepburn

Clark GableClark Gable

Betty DavisBetty Davis

Judy GarlandJudy Garland

Hollywood Then: Distribution & Exhibition

The only means of distributing and exhibiting a The only means of distributing and exhibiting a film was through theatrical release (cinema film was through theatrical release (cinema exhibition)exhibition)

The Big Five showcased their best films in The Big Five showcased their best films in studio-owned picture palacesstudio-owned picture palaces

To gain access to the most popular films, small To gain access to the most popular films, small local cinemas had to buy exclusive-run deals from local cinemas had to buy exclusive-run deals from the studio the studio

This block booking meant studios could push out This block booking meant studios could push out the competitionthe competition

Hollywood Then to Now: The end of the Golden Age

In 1948 the United States government on behalf of In 1948 the United States government on behalf of MGM brought a lawsuit against Paramount MGM brought a lawsuit against Paramount Pictures for block bookingPictures for block booking

The resulting 1948 anti-trust laws in America The resulting 1948 anti-trust laws in America made this practice illegal. The result, effectively made this practice illegal. The result, effectively brought the studio system and Hollywood’s brought the studio system and Hollywood’s Golden Age to a closeGolden Age to a close

Hollywood Then to Now:The rise of the independents

The end of the block booking system and the The end of the block booking system and the increase in television viewing meant big losses for increase in television viewing meant big losses for the studios in the 70sthe studios in the 70s

MGM, Paramount and Universal began renting MGM, Paramount and Universal began renting their equipment and lots to young independent their equipment and lots to young independent directors such as Francis Ford Coppola, Martin directors such as Francis Ford Coppola, Martin Scorcese and Steven Spielberg Scorcese and Steven Spielberg

Hollywood Then to Now:Production - The Director as auteur

With the collapse of the studios, the producers and With the collapse of the studios, the producers and executives no longer had the power to control executives no longer had the power to control creative film-makingcreative film-making

The influence of a new wave of filmmaking from The influence of a new wave of filmmaking from France (Nouvelle Vague), encouraged Hollywood France (Nouvelle Vague), encouraged Hollywood independents to experiment and develop their own independents to experiment and develop their own unique stylesunique styles

Hollywood Then to Now:Production - The Director as Producer

During the 1970s young graduates of new film During the 1970s young graduates of new film schools in California began raising money and schools in California began raising money and negotiating their own deals for filmsnegotiating their own deals for films

The success of films by Spielberg such as The success of films by Spielberg such as JawsJaws and and Close EncountersClose Encounters of the Third Kind and of the Third Kind and Scorsese films Scorsese films Mean StreetsMean Streets and and Alice Doesn’t Alice Doesn’t Live Here AnymoreLive Here Anymore proved that popular film proved that popular film audiences would accept variety and changeaudiences would accept variety and change

Hollywood Now: Ownership

During the 1980s, large multi-national businesses During the 1980s, large multi-national businesses began to include media companies in their began to include media companies in their practices of merger and acquisition practices of merger and acquisition

As a result the major Hollywood studios have As a result the major Hollywood studios have gone through many ownership changesgone through many ownership changes

Hollywood Then to Now: Columbia

Independent until 1982Independent until 1982 Owned by Coca Cola 1982-1987Owned by Coca Cola 1982-1987 Independent holding of Coca Cola 1987-1989Independent holding of Coca Cola 1987-1989 Owned by Sony 1989 to presentOwned by Sony 1989 to present

Hollywood Then to Now: Universal

Independent to 1982Independent to 1982 Merged with International Pictures 1946-1952Merged with International Pictures 1946-1952 Owned by Decca 1952-1962Owned by Decca 1952-1962 Owned by MCA 1962-1990Owned by MCA 1962-1990 Owned by Matsushita electric 1990-1995Owned by Matsushita electric 1990-1995 Owned by Seagram 1995-2000Owned by Seagram 1995-2000 Owned by Vivendi (who bought Seagram) 2000-Owned by Vivendi (who bought Seagram) 2000-

20042004 Owned by General Electric 2004 to presentOwned by General Electric 2004 to present

Hollywood Then to Now:20th Century Fox

Independent to 1985Independent to 1985 Owned by News Corporation 1985 to presentOwned by News Corporation 1985 to present

Hollywood Then to Now:Paramount Pictures

Independent to 1966Independent to 1966 Owned by Gulf & Western 1966-1984Owned by Gulf & Western 1966-1984 Owned by Paramount Communications (new Gulf Owned by Paramount Communications (new Gulf

& Western Co) 1984-1993& Western Co) 1984-1993 Owned by Viacom 1993 to presentOwned by Viacom 1993 to present

Hollywood Then to Now: Warner Brothers

Independent to 1967Independent to 1967 Owned by Seven Arts productions 1967-1969Owned by Seven Arts productions 1967-1969 Owned by Kinney National 1969-1975Owned by Kinney National 1969-1975 Kinney now named Warner Communications Kinney now named Warner Communications

1975-19891975-1989 Merger with Time Publications 1989 to presentMerger with Time Publications 1989 to present

Hollywood Then to Now:Metro-Goldwyn-Mayer

Independent to 2005Independent to 2005 Owned by Sony (as part of its Columbia-Tristar Owned by Sony (as part of its Columbia-Tristar

stable) 2005 to presentstable) 2005 to present

Hollywood Now The Package-unit system

Studios no longer have long term exclusive Studios no longer have long term exclusive contracts for creative personnel contracts for creative personnel

Writers, directors, producers and stars are able to Writers, directors, producers and stars are able to negotiate their deals with majors using agents and negotiate their deals with majors using agents and the mediathe media

Agencies not studios now negotiate ‘creative Agencies not studios now negotiate ‘creative personnel packages’ with film companiespersonnel packages’ with film companies

Hollywood Now: Stardom

Hollywood filmmaking is still dependent on the Hollywood filmmaking is still dependent on the strong relationship between the hero(ine) in the strong relationship between the hero(ine) in the film and audience identification with that film and audience identification with that hero(ine)hero(ine)

Stars have always been important vehicles by Stars have always been important vehicles by which a film is financed and marketedwhich a film is financed and marketed

2020thth Century Fox Films specialises in the action Century Fox Films specialises in the action genre; many of them starring Bruce Willis genre; many of them starring Bruce Willis

Hollywood Now: The Stars

Tom CruiseTom Cruise

Julia RobertsJulia Roberts

Bruce WillisBruce Willis

Toby MaguireToby Maguire

Brad PittBrad Pitt

Angelina JolieAngelina Jolie

Nicole KidmanNicole Kidman

Johnny DeppJohnny Depp

Hollywood Now: Stardom

Actors and their agents, not studios manage their Actors and their agents, not studios manage their own careers own careers

Actors can negotiate their own salaries, often Actors can negotiate their own salaries, often earning millions per filmearning millions per film

A star presence in a film cannot guarantee box A star presence in a film cannot guarantee box office success aloneoffice success alone

Hollywood Now: Famous Flops

The Stepford Wives (2004) starring Nicole The Stepford Wives (2004) starring Nicole Kidman has reported losses of up to £50,000,000Kidman has reported losses of up to £50,000,000

The Manchurian Candidate (2004) had a budget of The Manchurian Candidate (2004) had a budget of £45,000,000, spent £20,000,000 on marketing and £45,000,000, spent £20,000,000 on marketing and lost £7,000,000 lost £7,000,000

Hollywood Now:Distribution & Exhibition

Film revenue however is no longer solely Film revenue however is no longer solely dependent on box office receiptsdependent on box office receipts

The increasing importance of distributing films The increasing importance of distributing films through many windows is now what secures a through many windows is now what secures a film’s financial successfilm’s financial success

From 1950 to mid-1970s, the film majors From 1950 to mid-1970s, the film majors exploited the popularity of television selling films exploited the popularity of television selling films to networks and syndicatesto networks and syndicates

Hollywood Now: Distribution & Exhibition

In 1975, the introduction of Time Inc Home Box In 1975, the introduction of Time Inc Home Box Office TV and Sony’s Betamax VCR provided the Office TV and Sony’s Betamax VCR provided the film industry with new outlets for their productsfilm industry with new outlets for their products

Video, DVD, television, cable, satellite, internet Video, DVD, television, cable, satellite, internet and digital channels are new ‘alternative and digital channels are new ‘alternative distribution windows’distribution windows’

Hollywood Now:Typical Distribution Sequence

Initial theatrical release of six monthsInitial theatrical release of six months DVD window for an indefinite period – Many of DVD window for an indefinite period – Many of

the majors now have own DVD labels and rental the majors now have own DVD labels and rental companies so they do not need to sell video rights companies so they do not need to sell video rights to another companyto another company

Pay/subscription/digital television window for Pay/subscription/digital television window for approximately one yearapproximately one year

Terrestrial television windowTerrestrial television window

Hollywood Now:Distribution & Exhibition

Today a major financier-distributor stands Today a major financier-distributor stands between the producer and the exhibitorbetween the producer and the exhibitor

For the most part the distributor dictates the terms For the most part the distributor dictates the terms of its deal with the exhibitor as well: the nature of of its deal with the exhibitor as well: the nature of the run, the length of the engagement, the the run, the length of the engagement, the advertising to be employed and the financial split advertising to be employed and the financial split of box-office receipts between various partiesof box-office receipts between various parties

Hollywood Then to Now: Summary Review of Similarities

The major players from the Hollywood Studio Era The major players from the Hollywood Studio Era still dominate in the areas of production, finance still dominate in the areas of production, finance and distribution of commercial films in Americaand distribution of commercial films in America

Stars are still important to finance packages and Stars are still important to finance packages and marketing deals for filmsmarketing deals for films

Hollywood Then to Now:Summary Review of Differences

Shift from studio to package system of production Shift from studio to package system of production Creative personnel are able to negotiate Creative personnel are able to negotiate

independent short-term deals rather than long-term independent short-term deals rather than long-term contracts with studioscontracts with studios

Directors as auteursDirectors as auteurs Shift in power from exhibitor to distributorShift in power from exhibitor to distributor