Independence in American Cinema Essay Example | Topics and Well Written Essays - 2000 words

Independence in American Cinema - Essay Example Its lavish concentration on its business marketing efforts has escalated the concern of film critics and artists that Hollywood films portray an identity very different from the Americans. This "identity loss" has been addressed only during the 1980's and early 1990's by the "independent directors" who revive American identity in US independent film industry. Wikipedia defines an independent movie as a 'film initially produced without financing or distribution from a major movie studio.' In the popular sense, any film that receives less than 50% of budgeting from major studios is already considered "independent." Its creative approach in movie production enabled them to garner as much as 15% of US domestic box office revenue within the period of January to March 2005. In order to further discuss the current status of American Independent Cinema, there should be a distinction between a "national" cinema and the mainstream Hollywood. There are four defining approaches where one can distinguish "national" cinema as presented by various studies on the subject (Shaw 2002). First of the approaches is the cinema's economic aspect, how the cinema producers provide financing. The movie's subject and style constitute the second approach. While the third and fourth pertains to the appeal of the movies to the public in terms of its popular and critical acceptance. It is the shift from the studio system of shooting movies in the 1950's to 1960's that paved the way for the birth of what we know today as modern American independent cinema. The consistent production of movies that are modestly sized in budget and features was preferred instead of larger yet fewer films. In the previous decades, 1930's to 1940's, cinema performers were tied with their contracts in a major Hollywood studio that they were employed in. Both the directors and actors had a long-term contract with 20th Century Fox, Paramount Pictures, Metro-Goldwyn-Mayer (MGM), Columbia Pictures, and Warner Brothers, the major Hollywood studios in those days. Just to be temporarily employed, 'one studio will be "loaned" by one studio to another for a particular project with the expectation that such offers would be reimbursed in kind. (Yahnke n.d.)' This monopolistic approach in American cinema industry was only ended when television was introduced in 1950's, together with the improved capacity of directors to decide over their creations and the actors' capacity to become "free agents" ushered the death of studio system. (Chapter 2: Classic Films n.d.).

Marketing Campaign Case Study Example | Topics and Well Written Essays - 1000 words

Marketing Campaign - Case Study Example Furthermore, it does not sacrifice the other wonders and advancements of car technology such as the optional Bluetooth capabilities or the option to include an input jack, so you can directly input whatever music you want to listen to while you drive around. It's your car, make it clean, make it affordable, and make it run well. That's a Toyota. For this marketing campaign we have chosen to specifically target men. We believe that this vehicle is already quite popular amongst women. However the gender gap is pretty big, and we need to find a way to market to more male customers. We are going to base the whole marketing technique around sex appeal, sports appeal, and make it so the Prius strongly appeals to the male population to increase our targeted sales. We are going to try to include as many groups, including marketing to all age groups of men, and to include people from every finical bracket. Already, TV ads are going to be geared towards the younger 18-35 audiences and older male audiences(35+), but both of those groups will be targeted by the sex appeal marketing plan. In addition, we are also going to cast people of many different races into the advertisements, so we can increase the appeal of this product to a more diverse group of customers. People connect best with people who are similar to them, this is why we also make sure to include all racial demographics. We are currently working on finding several celebrities to star in these ads, and are awaiting the results of which celebrities are most popular amongst the different age demographics that we have set aside for the male gender. We will be using male, as well as female actors, and intend to use attractive models to incorporate sex appeal into the marketing plan. Sex sells, everybody knows it, and if we could get a babe behind the wheel of a Prius or on a commercial, we would be golden. We have come up with a temporary draft of a man driving a Prius, with a hot girl, and then a man driving another model stuck with an ugly girl. This idea is just a rough draft and sample of one of the TV ads that may be implemented and used. The first wave of our campaign is going to be Internet based. We have joined with several huge advertising agencies to run online ads containing the Prius and the new Prius girls, a group of extremely attractive girls all swooning over the car, as they would in the first commercial idea. The ads will be run on companies such as Yahoo and Google, and we are currently looking into spreading these ads to popular sports sites to properly target the male demographic on the Internet, such as ESPN and Sports Net. The next campaign for our advertising is going to be TV, which will probably be the biggest force of our advertising. We have come up with several ad ideas and are in discussions with several popular rappers to try to appear in some of our commercials. We are also hoping to get several foot ball stars, basketball stars, baseball stars, and, of course, plenty of attractive women. We need to make the Prius sexy, because if men think the Prius is sexy they are going to purchase it. Men want sex appeal and if they think driving a Prius will help them have more sex appeal, then they will be more inclined to buy one. We are going to run these ads on the major networks, including EPSN, Comedy Central, FOX, ABC, Spike TV and CBS. In