Film Assistant Professor Srirath Pakdeeronachit, Ph.D. Learning Objectives Be familiar with the history and development of the film industry and film itself as a medium. Have a greater awareness of the cultural value of film and the implications of the blockbuster mentality for film as an important artistic and cultural medium. Be familiar with the 3 components of film industry – production, distribution and exhibition. Recognize how the organizational and economic nature of the contemporary film industry shapes the content of films. Learning Objectives (Cont.) Understand the relationship between film and its audiences. Recognize the promise and peril of convergence and the new digital technologies to film as we know it Possess improved film-watching media literacy skills, especially in interpreting merchandise tie-ins and product placements. A Short History of the Movies • The Early Entrepreneurs ➢1879: zoopraxiscope (Edweard Muybridge) ➢Persistence of vision ➢Photographic frames move at 24 frames a second. Kinetoscope 1895: “L’ Arrivee d’un train en gare” The early film of train coming towards audiences. People screamed and hid to avoid being crushed by train. Viewers back then did not have sufficient film literacy. 1895: “L’ Arrivee d’un train en gare” The early film of train coming towards audiences. People screamed and hid to avoid being crushed by train. Viewers back then did not have sufficient film literacy. In 1897 (B.E.2440), King Rama V travelled to Europe. Staff from the Lumiere company made a film of his visit to Bern, Switzerland. This film is the first film that recorded content about Thai nationality. 1. Short History of Movies •The early industry was built largely by entrepreneurs who wanted to make money entertaining everyone •Earliest movies were about real life, no story, no editing. •Georges Méliès began to make narrative motion pictures in 1890s. His movie was released in 1902 ‘A trip to the moon’ 1902 A trip to the moon: Georges Méliès 1. Short History of Movies • 1903: Edwin W. Porter’s The Great Train Robbery used montage – an editing, tying together two separate scenes. a now-iconic scene from the great train robbery is considered one of the first "fourth wall-breaking" shots in film history. 1. Short History of Movies Films have become story tellers. 1. Short History of Movies The nickelodeon: 1905 – 1915 The first type of indoor exhibition space dedicated to showing projected motion pictures. “Nickelodeons” – the price of admission to see films was one nickel, in the US. 1. Short History of Movies • 1915: Writer, actor, and cameraman D. W. Griffith released The Birth of a Nation ❑one of the most technically advanced and ambitious films of its time. ❑It introduced innovative cinematic techniques such as close-ups, cross-cutting, and largescale battle scenes. ❑ the film was highly controversial due to its racist portrayals and glorification of the Ku Klux Klan (KKK). the film inspired protests across the country and newspaper criticism ▪ The first film shown in Thailand was Parisian Cinematograph in 1897. Film making commenced with experiment made by Prince Sanphasatsuphakit, the younger brother of King Rama V, who imported his own film equipment. ▪ The early films were mostly documentary, many of them concerning palace life. 1. Short History of Thailand ▪ The first Thai directed, silent movie, Chok Song Chan (Double luck) was made in 1927. Luang Kolkarnjanejit :the cameraman of Chok Song Chan 1. Short History of Movies (Cont) The Big Studio and Hollywood ▪From Nickelodeon to big business ▪1908, Thomas Edison founded Motion Picture Patent Company ▪The first sound film was produced in 1926 ▪Hollywood known as a “dream factory” ▪ Triangle Company, Paramount, Fox, and Universal controlled the movie industry from California 1. Short History of the Movies •Change Comes to Hollywood ➢Talkies ➢Don Juan (1926) with synchronized music and sound effects ➢The Jazz Singer (1927) had several sound and speaking scenes but was largely silent ➢Lights of New York (1928) was all sound ➢The Jazz Singer (1927) had several sound and speaking scenes but was largely silent 1. Short History of the Movies •New Genres, New Problems ➢The industry able to weather the Depression with new genres: ➢Documentaries ➢Musicals ➢Comedies ➢Gangster movies ➢Horror films ➢Double feature with a B-movie 1. Short History of the Movies •The industry survived the Depression because of its size and power ➢vertical integration Studio produced their own films, Distributed them through their own outlets, and exhibited them in their own theaters. In effect, the big studios controlled a movie from shooting, guaranteeing distribution and audience regardless of quality 1. Short History of the Movies •Television ➢The Paramount Decision (1948): Supreme Court ruled vertical integration and block booking ( practice of requiring exhibitors to rent groups of movies) illegal. The studios were forced to sell of their exhibition businesses (the theatres). 1. Short History of the Movies •Movies and their audiences ➢Movies hold a very special place in our culture ➢As Hollywood is a “dream factory”, many audiences want their lives to be just like in the movies. ➢Today’s movie audience is increasingly a young one. Theatres are placed at malls. ➢What becomes of film as an important medium is completely dependent on the audience ➢The movie industry continues to produce films that make history, art and a statement while they make money 1. Short History of the Movies ▪ The sixties were a gold rush of Thai films, notable locally for the fact that action star Mitr Chaibancha made 266 movies until his death in 1970. ▪ Film industry is receiving BOI promotion as it is one of the industry that has brought tremendous income to the country. ▪ The government has taken some serious step to reduce time it takes to approve film applications to increase incentives for foreign filmmakers. If your life were a movie, Which one would It be? 2. Movies and Their Audiences Roles and Influences of the Movies 1. Entertainment 2. Provision of News and Information Updates 3. Education 4. Individual Values and Social Values 5. PR and Advertising Source: Comedy Film : A Case Study of Thai Comedy Film during 2005-2009 by Prit Supasetsiri (2012) 2. Movies and Their Audiences 1996: Independence Day: An alien race destroys major cities of the world with their advanced weaponry. However, a geek, a pilot, the US President and a group of ragtag survivors unite to save mankind from annihilation Villain – Alian Hero - a geek, a pilot, the US President and a group of ragtag survivors 2. Movies and Their Audiences Ray Ferrier, a dockworker, and his children are all set to spend a weekend together. However, an alien tripod descends on Earth, threatening to wipe out humanity. Ferrier must now protect his children as they seek refuge. Villain – Alian Hero - An American Dock worker 2. Movies and Their Audiences Jackson Curtis, a discontented writer, battles against all odds to keep his family secure when a series of apocalyptic calamities threatens to decimate humankind. Villain – Nature Hero - An American Dock 2. Movies and Their Audiences Former United Nations employee Gerry Lane traverses the world in a race against time to stop a zombie pandemic that is toppling armies and governments and threatens to destroy humanity itself. Villain – Virus Hero - An American former U.N. investigator 2. Movies and Their Audiences True lies (1994) A fearless, globe-trotting, terrorist-battling secret agent has his life turned upside down when he discovers his wife might be having an affair with a used-car salesman while terrorists smuggle nuclear war heads into the United States. Villain – Isalamic Jihad Hero - An American Spy 2. Movies and Their Audiences Sex and the city 2 (2010) Cool – American Women Not so – Isalamic Cool Women While wrestling with the pressures of life, love, and work in Manhattan, Carrie, Miranda, and Charlotte join Samantha for a trip to Abu Dhabi (United Arab Emirates), where Samantha's ex is filming a new movie. 2. Movies and Their Audiences American Sniper (2014) Villain – Middle East Guys Hero - An American Navy SEAL Navy S.E.A.L. sniper Chris Kyle's pinpoint accuracy saves countless lives on the battlefield and turns him into a legend. Back home with his family after four tours of duty, however, Chris finds that it is the war he can't leave behind. What is/are the common element(s) of all these hollywood movies? 2. Movies and Their Audiences Roles and Influences of the Movies Wolf Warrior 2 (2017): The nationalist action film storming China wolf worrior 2 poster.jpg “Anyone who offend China will be killed no matter how far the target is” Wolf Warrior 2. Movies and Their Audiences Roles and Influences of the Movies Wolf Warrior 2 (2017): The nationalist action film storming China The movie’s release coincided with the 90th anniversary of the founding of the People’s Liberation Army in China. “Patriotism has been hidden away inside the audience for a long time and this sentiment needs to be released through a film and a role” The main reason for the film’s success was it played to the Chinese public’s growing nationalist sentiment. Based on real-life news events in recent years, the story has found it easier to generate national pride than traditional propaganda films” https://www.boxofficemojo.com/chart/top_lifetime_gross/?area=XWW&utm_source=chatgpt.com Top 10 All-Time Worldwide Box Office Hits 3. Scope and Nature of the Film Industry Three Component Systems 1. Production 2. Distribution 3. Exhibition Each component is undergoing significant change in the contemporary digital, converged media and environment. 3. Scope and Nature of the Film Industry Three Component Systems 1. Production: Technology affects production. Today many movies are shot with digital cinematography. Digital filmmaking has made grand special effects, but it can create greatly production costs. CG and special effects can greatly increase production cost. Titanic cost more than $200, avatar ($300). Average cost of producing and marketing a Hollywood feature is over $108 million 3. Scope and Nature of the Film Industry Three Component Systems 2. Distribution: Supplying movies to TV networks, cable and satellite networks, and internet streaming companies. Advertising and promotion budget for a Hollywood usually equals 50% of the production costs. To lower the cost of promotion, there is a strategy called “platform rollout” – screen at film festival, interest critics, and good word-of-mouth review. 3. Scope and Nature of the Film Industry Three Component Systems 3. Exhibition: As of February 2025, Thailand has approximately 1,200 cinemas nationwide. Major Cineplex Group is the leading cinema operator, with 169 locations in Thailand comprising 779 screens, and 9 international branches with 46 screens, totaling 825 screens. (Source: Bangkokbiznews) SF Corporation is another major cinema chain, though the exact number of its theaters is not specified. However, it is known to have a significant presence across the country. 3. Scope and Nature of the Film Industry Three Component Systems some provinces lack movie theaters entirely, including Mae Hong Son, Bueng Kan, and Narathiwat. (Source: The Active Thai PBS) The cinema business in Thailand operates in a semi-monopoly structure, with only a few dominant players, which affects the diversity of films shown and accessibility for audiences in various regions. 3. Scope and Nature of the Film Industry The Studio • Studios are the heart of the movie business and are increasing in control of the 3-component system. • major studio: Finance their films through profit of their own business eg. Warner bros, Columbia, Paramount, 20th Century Fox • corporate independent studio: Look and feel of independent film. (eg. Sony Classics, New Line Cinema) • independent studio: raises money outside the studio system to produce their films. (eg. Liongate and Weinstein) 3. Scope and Nature of the Film Industry The Studio “Independent Films” tend to have smaller budgets with more imaginative filmmaking and more risk taking than the big studio. 4. Trends and Convergence in Moviemaking Conglomeration and the Blockbuster Mentality ▪ Conglomerate is a company that owns large numbers of companies. Many are international ownership. ▪ Blockbuster Mentality: Filmmaking characterized by reduced risk taking and more cliché movies. ▪ Franchise films 4. Trends and Convergence in Moviemaking Conglomeration affect the movie industry, leading to a blockbuster mentality. 4. Trends and Convergence in Moviemaking Convergence Reshapes the Movie Business • Convergence of theatrical films with TV, satellite, cable, VDO-on-demand, pay-per-view, DVD, itunes and internet download provides more distribution and exhibition opportunities for the films. • Convergence is reshaping the movie industry, promising to alter its structure and economics 4. Trends and Convergence in Moviemaking • Many movies are adaptations of television shows, comic books, and videogames ➢Merchandise Tie-Ins accounted for $191 billion in payments ➢Product placements (AKA - embedded marketing) ➢ https://youtu.be/xrpNv3XzTvY Convergence Reshapes the Movie Business • Convergence Reshapes the Movie Business ➢ 1999 hit The Blair Witch Project most visible success of microcinema movement ➢ Changing exhibition, production and distribution ➢ Digital distribution and exhibition, although inevitable, is unfolding slowly Convergence Reshapes the Movie Business • Convergence Reshapes the Movie Business ➢Digital shooting has completed replaced the films. ➢Online distribution of feature films taking hold ➢In the future: simultaneous release of movies to theaters, DVD and cable video on demand 5. Developing Media Literacy Skills Recognizing Product Placements What is Product Placements in film? • The inclusion of a product in a film, as a form of paid advertisement (Merriam-Webster Dictionary) Media literate moviegoers should be aware of the inclusion of product placements in films and their potential influence on the medium. 5. Developing Media Literacy Skills • Recognizing Product Placements ➢ Product placement -- a business in its own right ➢ commercial that lives forever ➢ Awareness of efforts of movie industry to maximize income from films is central to good film literacy Top 10 shameless product placements in movies Top 10 best product placements in movies “Scripts are being doctored and camera angles changed to accommodate manufactures paying for props or promotional campaigns. It’s a classic case of the tail wagging the dog” Glen Lovell, Film Critic (1997) “There are products in everything in everyday life. Everything is branded. I hate when they take logos off of stuff. It’s not real life” Michael Bay, Transformer Director (2007) Which comments do you agree with? Fun Facts After the movie “Transformers” was launched in 2007, General Motors’ sales were up 2.7% in the 3 months following the debut of “Transformers”, (Brodesser-Akner, 2008) Assignment 1. What is your opinion on “product placement” in the movie? Do you think it’s too commercialized? Or do you think it’s normal to have products’ presence in the movies as same as in real life? 2. Do you still like going to movie? Or do you like to watch it at home (online, DVD, download)? What do you like or don’t like about the theatre? 3. Do ticket and snack prices at the theatres keep you from going to the movies? 4. Are you a fan of independent movies? When you are watching a movie, how can you tell that it’s an independent? Due Date Feb 25, 2025 submit via google classroom File name: last 3 digits of Student ID _ Film (ex: 363_Film)
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