2.1 Activity 3: Blockbusters

What is a Blockbuster A blockbuster is a moneymaking machine for the film industry that requires a large economic investment for its production and reaps a large economic return. Blockbusters support the economy of production companies, covering the costs of movies that do not do so well in the box office. The focus for these films more on the economic side than cultural or artistic side of film making. What are its major characteristics? A blockbuster needs to appeal the international market to make the highest profit and is therefore usually low on storyline and big on action sequences which are easily interpreted without use of language or knowledge of cultural custom. They also utilise the newest technologies to create special effects in order to diversify from other forms of media (such as television ) and to draw in the crowd based on the promise of the spectacular. Blockbusters rely heavily on branding and need to have a “simple, immediate and easily recognizable identity” (Cucco 2009). The plot needs to be able to be summarized in 30 seconds (to fit in TV advertising slots) and brand is created through imagery, posters, merchandise and the use or big name actors who can draw in a crowd based on their own branding and identity. How are they sold? Blockbusters are sold using “saturation booking strategy” (Cucco 2009). First the blockbuster is advertised heavily on television and other forms of media, and is released over multiple cinemas over one weekend in order to get the maximum amount of people to see the movie at once. This minimizes the risk of world of mouth critique that may prevent people going to see the movie and the advertising creates a sense of urgency to see the movie first and is especially targeted at young people. The opening weekend is then used as unit of measure that determines the economic value of resale to other media distributors such as television stations. Why do we go see Blockbusters? These movies are well advertised so we know when they are on and where we can go and see them. They also use special effects which are better viewed on larger screens so going to the watch them at the cinema is generally better than watching them at home. Plus going to the movies is a nice way socialize and as so many people watch them give us something in common to discuss whether online or over the water cooler. Cucco, M. 2009. The Promise is great: the blockbuster and the Hollywood economy. Media Culture Society (31): 215.

Subject: RE: Blockbusters