By Justin Wyatt
Steven Spielberg as soon as stated, "I like principles, in particular motion picture rules, so that you can carry on your hand. If an individual can inform me the assumption in twenty-five phrases or much less, it will make a great movie." Spielberg's remark embodies the essence of the excessive thought movie, which might be condensed into one easy sentence that conjures up advertising campaigns, lures audiences, and separates luck from failure on the field office.
This pioneering research explores the advance and dominance of the excessive proposal motion picture inside advertisement Hollywood filmmaking because the overdue Nineteen Seventies. Justin Wyatt describes how field workplace luck, consistently very important in Hollywood, turned paramount within the period during which significant movie studios handed into the fingers of media conglomerates involved extra with the economics of filmmaking than aesthetics. particularly, he indicates how excessive proposal motion pictures turned absolutely built-in with their advertising and marketing, in order that a unmarried word ("Just for those who suggestion it was once secure to return within the water...") might promote the motion picture to studio executives and supply replica for large ads campaigns; a unmarried snapshot or a subject matter track may perhaps immediately remind power viewers contributors of the motion picture, and tie-in item might generate hundreds of thousands of greenbacks in more income.
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Extra info for High Concept: Movies and Marketing in Hollywood
In the middle of the film, the hero, Jake (Craig Wasson), acts in a hardcore movie to meet porno actress Holly Body (Melanie Griffith). After Jake auditions for the role, De Palma cuts directly to Jake standing on the landing of an opulent club. The viewer is left unanchored in space and time given the preceding action. Jake is greeted by a sinister escort—Holly Johnson, the lead singer from Frankie Goes to Hollywood, singing "Relax," a song with thinly veiled sexual connotation. Through the singing, Johnson is able to lure Jake into the club, where Jake is exposed to a wide variety of deviant sexual practices.
The models live in the imaginary world constructed by the fashion and advertising industries. pdf 37 11/2/2012 7:39:28 PM 26 High Concept the ad more potently suggests a way of living rather than how a product might change one's life. "You've Got the Look": Perfect Images in High Concept These qualities of the advertising image —the physical perfection, the attempt to sell both a product and a lifestyle —parallel the style of the high concept films. The connection between the style of the films and the style of advertising is not coincidental, however.
Consider, for example, the importance of style in performance to Flashdance, style in aviation to Top Gun, or personal style to American Gigolo (1980). The narrative of each film relies on style in order to progress: Alex's unique dancing style places her outside the world of both the strip clubs and the ballet, Maverick's renegade flying style causes his disciplinary problems with his superiors in Top Gun, and Julian Kay's choice of clothes and image separates him from all the other gigolos in Los Angeles.