FLM110 Blog #3: globalising the film industry

Jack Grundell
Aug 24, 2017 · 3 min read

this blog going to be somewhat a continuation of my topic: film and audiences, but it is a broad and large topic and issue, so there is much more to be discussed.

it is safe to say that selling film has changed drastically from when it was introduced as an art form. now with everyone imbedded in social media, film too has a very large presence in the internet and social media. film is probably seen now as the most consumed media, and probably one of the most profitable, so it no surprise that studios instead thinking like artists, are now thinking a lot more like a business; they are focused now on how they can juice out as much money as possible with a release. now we then do this through using: big star's, popular novels and source materials, bombastic visuals, sex appeal, brands, partnerships, pretty much any conventional marketing techniques you can find today. because film can be very profitable, it is a very pricey industry, so it understandable why studios do this, but there is a point where art integrity is at risk through this, and the methods of globalisation.

ask yourself, why do you think idiots like michael bay and adam sandler still behind the cameras making movies? because they make money, it's as simple as that, they know that they're getting hate, and they don't care, because they are essentially filthy rich. these guys know how to reel in a seating, still with everyone knowing how bad they are, which is what i find, quite talented. the reason why is because they appeal to all the marketing tropes listed above, bay uses sex appeal, loud action, big stars, and a fuck tonne of product placement, to producers, bay is looks like a gold mine, as he made his living my starting out making commercials, so he knows how to market something with visuals. and what also promotes his globalisation is his attachment to adaptations to massive pop culture characters, which already come with a pre-packaged target audience. adam sandler though, people see his movies because he was actually a good start years ago, and people do seek out dumb simple humor like his, because his jokes could make a ten year old laugh, maybe he could make a lot of dumb people too, cos lets be honest, not a lot of people have a great sense of humor.

unless you have been living under a rock, you may have noticed that the film industry has trends, from talking animals, massive horror franchises, and, of course super heroes and universes. there is now: a marvel universe, dc universe, godzilla universe, xmen and fantastic four universe, spider-verse, a dark universe, and an attempt to a stephen king universe. all these universes already have source material, so it is mainly easy work for studios, and makes a lot of money, because it is essentially ran by the fans.

another way that film globalisation has affected the market is through overseas adaptations. it is a fact that most the the iconic figures, characters and hits have originated overseas; such massive hits like: power rangers, godzilla, the ring, the grudge, and many more. you can also see english films being remade in other countries as well. the main reason why this is done, is because subtitles and different languages can put off and not engage larger audiences, as there are demographics of movie goers that cant read, or are blind, but also a major factor is that more effort is put into seeing foreign films rather than seeing something that it already english, is it fact that people much rather see movies to switch off and be entertained, while the movie reads it all out for you. there's that, and cultural expectations, there are many things seen in japanese films that are considered part of normal culture over there, but is also seen as extremely weirds over here, as each culture has different movie tropes and cliches. so remaking is an excellent way to distribute already successful films to new audiences, with appropriate changes made accordingly to that country's expectation.

)