Diversification in the Film Industry

Paper Summary:

This paper examines how the conglomeratization of film studios has affected the way the Hollywood Blockbuster is marketed. It focuses on the movie "Jurassic Park" and asks how this might demonstrate the place of the film as part of a multimedia package, a film whose marketing campaign influences the content and mise-e-scene and transforms it into an advertisement for the vast range of tie-ins associated with it.

From the Paper:

"The diversification of the film studio since the 1960s, has had a vast and obvious effect on the form of the Hollywood Blockbuster. Diversification not only decreases the financial risk of the movie for the studio, but also alters the role of the film and its relationship with the products associated with and used to promote it. Conglomeratisation, as a means of decreasing the risk of financial loss in a particular market for the conglomerate, has transformed the film into a multifaceted commodity. The film package and its components are used as avenues for obtaining greater profits. Universal Pictures and the film Jurassic Park demonstrate how ancillary markets, beyond the actual film product, together create an intricate multimedia commodity, which ideally serves financial rather than creative interests."

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