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High Concept: Movies and Marketing in Hollywood (Texas Film and Media Studies Series) Paperback


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Product Details

  • Series: Texas Film and Media Studies Series
  • Paperback: 249 pages
  • Publisher: University of Texas Press; First Edition edition (1994)
  • Language: English
  • ISBN-10: 0292790910
  • ISBN-13: 978-0292790919
  • Product Dimensions: 9 x 6 x 0.6 inches
  • Shipping Weight: 14.9 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #879,969 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Anyone who has ever wondered about the reasoning behind formulaic mainstream films will learn probably more than they wanted to know in this academic examination of high-concept films. Although popularly thought of as films that can be summarized in one sentence, Wyatt, a former market-research analyst for the film industry, defines high concept as "a product differentiated through the emphasis on style in production and through the integration of the film with its marketing." The author contends that these economically motivated products (films like Flashdance, Top Gun, Batman and Grease) form the most significant strain in motion pictures of the last 20 years. Their common stylistic elements include easily exploitable visual images, pre-sold premises, stars matched to predictable genres and musical segments which may be extracted for promotional videos. Wyatt traces the economic histories of the major film studios, especially their conglomeration with other industries, to demonstrate how this modular approach became favored by corporations increasingly dependent on market research as a means of minimizing financial risk. The author's dry, repetitive style and the numbing effect of phrases like "market segmentation" and "multiple regression analysis" may frighten off readers interested in this necessarily sobering subject. Fortunately for those who believe that films should have something to do with art and that art is more than the sum of its parts, Wyatt concludes that the high-concept era is on the wane. Illustrated.

Copyright 1994 Cahners Business Information, Inc.

Review

"A thoughtful and informative exploration of the subject" Perry Katz, Executive Vice-President of Marketing, Universal Pictures

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1 of 1 people found the following review helpful By "annaemilia" on February 14, 2001
Format: Paperback
A good book for those interested in marketing in relation to specific films, statistics, genre's and era's. Film facts joined with marketing concepts make this one of the best books out there on American film marketing. High concept is a first step to understanding box office success in America.
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1 of 1 people found the following review helpful By shannon holt on February 9, 2001
Format: Paperback
Should be required reading not just for pointy-headed film students, but for film enthusiasts everywhere. This smart, tightly researched tome on the way Hollywood thinks you and I think offers valuable insight into the commodification of film as "thing", as opposed to art. Having revisited this book recently, I realized how much Dr. Wyatt's lucid recounting of overblown 80's movie marketing reads like a blueprint for the (continued)excesses of the 90's. Indie crushes notwithstanding, clearly Hollywood has not learned much. Let's just hope there won't be any more ad-nauseum flogging of mystical golf flicks starring Matt Damon and Will Smith.
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