Cinema is an industry. Economics has always played a part in the shaping of the of the film industry. The way that decisions are made to make a film can determine the way that film lovers and fans think about and talk about films. When the industry adapted to using merchandise as a way of marketing the film and also add to the revenue generated from the film.
Look at how the globalization of the Hollywood film industry has changed the way we see cinema. In country after country the Hollywood experience took hold. Studios built multiplex theaters in foreign country's to guarantee enough screens to showcase the latest Hollywood films.
Studios began to outsource work from their US counterparts for cheaper production and labour causing a debate within the industry. Still today labour is more outsourced than people realise. Most of the budget for a film is now spent on the gaining of an international film star as their profile alone will generate people to flock to see the film.
A major part of the industry is the Blockbuster. Basically a film shown in different countries that generates hype and a load of money for the studio responsible. One of the first blockbusters ever released was the Godfather and to this day still is one of the best blockbusters to ever grace the cinema screen.
Peter Bart says
''Today a movie is unveiled, not with a quietly orchestrated build, but with a cosmic paroxysm, a global spasm of hype involing giant marketing partners like McDolands and a profile-gate network on the Super Bowl or the Olympics?''
Films are just another form of entertainment a mist amongst competitors and a money making scheme. The latest technology has lead to the studio and film makers reselling the film over and over again. The consumer will buy the ticket to see the film, buy the DVD, than buy the special edition and possibly the collectors edition to celebrate an anniversary of a film e.g. Grease 25th Anniversary Edition.
Directors are now been forced to leave things out and save them for the DVD. Therefor downgrading the film in order for the studio to release a product with unseen footage to have a unique selling point. In which film lovers will buy into and purchase the DVD.
Adidas tells us Impossible is nothing. We see athletes such as David Beckham tell us the highs and lows of the career he has chosen. However Adidas gives him the belief to overcome this problem with their slogan impossible is nothing. Does this give the couch potato the impression and beleif to put on a pair of football boots and he will soon become the next David Beckham. Or is this just part of the consumer culture.
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Consumer culture has become part of out identity and our lifestyle.
''Branded lifestyles are not merely superficial veneers on deeper identities but have to some degree become substitute identities'' Benjamin Barber
We have become subdued to the power of the brand to define who we are as people and the power of advertising that relates to are identity.
The best way to define consumer cultures is the way that societies buy for personal needs. However advertising and other culture imperatives to consume much more than we need to. In which leads to shaping public opinion and desires of the consumers. Advertisers manipulate people into buying products. They do this through use advertisements that invoke our brains to tell us that we need more material things to show off our lifestyle and society that we belong to.
Using the phrase retail therapy is the underlying love that we have for consumption in which it has wrapped it arms round each and every consumer and drawn us in. We want to live a life and live in pleasurably which means consuming products to make us feel better about ourselves and influence the environment we live in and how we want people to see us.
Theorist Karl Marx agrees with my theory by stating
''for it's only when they purchase things that they find momentary gratification and escape from the alienation that plagues them''.
In this quote Marx is talking about how the society feels alienated by a vicious cycle of work to buy the things that we want from the advertisers who tell us we need this stuff.
Consumers have begun to get lost in advertisements as there are to many around according to Jean Baudrillard. In which we cancel each advertisement out unless there is a factor that appeals to our emotions that leads us to purchasing that product.
It can be argued that capitalism has been replaced by consumer cultures in which has lead to a world of hyper reality. It has become that we cant distinguish between the real and the hyper real. Do we but products because we need them. Or do we just buy material products to keep up the trend. In the words of Madonna ''we are living in a material world, and Im just a material girl''