Reading Response 6: Due February 22
1. Why was 1989 considered a transitional year for independent distribution?
These larger companies had overextended themselves by supporting larger budget films, in-house productions.
In economic terms, what was the meaning of the term “indie-blockbuster”?
These indie films replicate big block buster movies marketing and box-office performance of major studios, including a cost-to-earning ratio that would be beneficial such as Soderbergh low cost and high earning sex, lies, and videotape.
How did the industry respond to the “indie-blockbuster”?
sex, lies, and videotape laid the groundwork for bifurcation, meaning that most of the larger companies decided to create or purchase one specialty division. Ex. Paramount Classics, Fox Searchlight, and Universal Focus.
2. What criteria guided Miramax’s acquisition strategies in the 1980s?
Miramax focused on smaller-scale quality pictures that centered around the foibles of well developed characters (aspiring to the status of “art” in terms of style and narration). Second, selecting nonclassical films that focused on unconventional subjects and styles. (aesthically different from Hollywood as well). Third, finding marketing hooks that would help the films move from the art world to the theaters. They used sex, violence and controversy as sales strategies appealing to multiple niches.
What additional strategies by the Weinstein brothers led to Miramax’s growth while other independent distributors failed?
Limited their spending, opted for continuing in acquisitions rather than producing their own, and restricted their release schedule.
3. Who financed sex, lies and videotape, and why did they allow Miramax to distribute the film theatrically?
RCA/Columbia Home Video and Virgin. They allowed the distribution based on the popularity at the films festivals.
Why did Miramax pursue the distribution rights to the film so aggressively?
They were establishing themselves as a distributor of niche films and they were trying to outbid the other independent distributors who wanted to purchase the movie.
4. What were some of the key promotion strategies utilized by Miramax for sex, lies, and videotape?
Marketed the film as a quality independent, and Miramax promoted itself as the leader in the independent industry as well as the main force and success behind the sex, lies, and videotape. The key targets included developing the pre-release buzz, winning the Palme d’Or, individually tailoring the film’s release to suit it’s particular strengths (packaged as though it were a major studio release),
What markets did they appeal to simultaneously, and how did they appeal to those markets?
-Art house audience: listing the most significant festival honors bestowed on the film, and below a number of positive press responses.
- Youth audience (college students): big ads that promoted edginess.
What is meant by “finding the high concept in low budget films”?
Targeting specific niches of low budget films with aggressive and skilled marketing to these niches.
5. What kind of distribution strategy did Miramax use for the film?
Released on about 350 screens, then opened it slowly and let it build on positive reviews and reactions over 6 months. Scheduled a platform release, opening it first in LA and NY, later moving it into nationwide release by the end of the month.
Contrast this strategy with current “saturation booking” of Hollywood blockbusters.
Currently, most of the Hollywood blockbusters are major films that try to show each blockbuster in as many venues all at the same time. Ever expanding monoliths cranking out cookie-cutter sequels with excessive action and minimal plots.
6. Why were Amir Malin’s comments about niche films prescient of broader industry trends, at a time where many people predicted the demise of niche films?
Middle class films would be less cost effective, being primarily based on their stories or their stars.
Studio events would be based on their appeal of action, special effects, superstars, and simple marketing hooks. If event films failed at home they could still make money abroad.
Using the label “sophisticated” marked the independent film’s distinction.
7. By the mid 1990s, what function did the term “independent” actually serve in the industry?
Niche-targeted and high-concept. Style and modes of story-telling were blended. Ex. Established talent merged with newer actors, directors, and writers.
What was ironic about the so-called “Year of the Independents” at the 1995 Oscars?
The four “independent” films nominated were released by major media corporations.
What were the repercussions of the bifurcation of the industry?
The press began to question the use of the “independent” label by specialty divisions.
Both Hollywood and indie films established two different distinct aesthetics.
Hollywood- glossy look and high production values
Indie – gritty look or edgy content needing to have a clearly defined niche, creating a decline in the types of low-budget films attained.
Miramax is now focuses on it’s own stable of talent, and films that would been labeled as indie are now being produced regularly by studio subsidiaries.
Upcoming filmmakers working outside of the studio environment have a much more competitive and bumpy road ahead of them now.
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