By Justin Wyatt

Steven Spielberg as soon as acknowledged, "I like rules, specially motion picture rules, so that you can carry on your hand. If somebody can inform me the belief in twenty-five phrases or much less, it is going to make a fantastic movie." Spielberg's remark embodies the essence of the excessive proposal movie, that are condensed into one easy sentence that conjures up advertising campaigns, lures audiences, and separates luck from failure on the field office.

This pioneering examine explores the advance and dominance of the excessive suggestion motion picture inside of advertisement Hollywood filmmaking because the overdue Nineteen Seventies. Justin Wyatt describes how field place of work luck, continuously very important in Hollywood, turned paramount within the period within which significant movie studios handed into the arms of media conglomerates involved extra with the economics of filmmaking than aesthetics. specifically, he exhibits how excessive thought movies grew to become absolutely built-in with their advertising and marketing, in order that a unmarried word ("Just in the event you suggestion it used to be secure to return within the water...") might promote the motion picture to studio executives and supply reproduction for enormous advertisements campaigns; a unmarried snapshot or a subject matter music might immediately remind capability viewers participants of the motion picture, and tie-in item might generate thousands of bucks in more income.

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Advertising is key to the commercial success of these films through representing the marketable concepts of the films, but, more basically, advertising as a medium of expression is fundamental to the very construction of the high concept films. Indeed, the style of the films reflects, in many respects, the graphic design and print layouts associated with contemporary consumer goods advertising. By style, I am referring to the usage of techniques within the film that become characteristic of the film.

While this statement may alarm "canon" builders a ready periodizing the last three decades of American film, I believe th< through understanding the commercial recipe and economic determ nants of a film like Grease, one can gain a true appreciation of the coi temporary landscape of American film —a landscape which has nu tured and privileged the high concept film. pdf 34 11/2/2012 7:39:26 PM H A P T ER 2 Construction of the Image and the High Concept Style High concept films are differentiated within the marketplace through an emphasis on style and through an integration with their marketing.

A Critical Redefinition 17 from the single-sentence concept. 32 Conversely, a description for a film which is not high concept fails to offer a fair representation of the narrative trajectory. Terms of Endearment (1983) could be described as "the turbulent, but loving, relationship between a mother and daughter across three decades/' but this concept fails to offer the viewer a sense of the film's overall narrative development. Consequently, the film cannot be captured by a single image through the marketing campaign in a manner similar to the selling of the high concept films.

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