Issues in Interdisciplinarity 2019-20/Power in Film Production

Introduction

This article discusses power within the interdisciplinary field of marketing, using research into individual film preferences as a case study. Marketing outlines and provides logical ground for the techniques that merchants use to sell their products. Specifically, social marketing is “the adaptation...of commercial marketing...as a means to induce behavioural change in a targeted audience on a temporary or permanent basis to achieve a social goal” [1] In the most extreme case, it can be argued that propaganda is a form of marketing of political ideas. Therefore, due to its natural dependency on power, marketing, as a discipline, can be better understood by analyzing the power dynamics within it through exploring people’s film preferences from different political, economic, and biological backgrounds.

Disciplines

Artist and the Studio

Conflict: artistic concept vs profitability

Artist also may create politically sensitive material - The Spook Who Sat By The Door (1973)
Experimental films are hardly profitable
- Avant-Garde, Punk, Alternative cinema

Synergy: High profits allow artist to continue idea through sequels, more confidence in artist so more freedom is given

James Cameron's Titanic (1997) then Avatar (2008)

Artist and the Consumer

Conflict: Artist normally doesn't care about consumer
- Artist may create something too “deep” for the crowd to perceive - experimental films
- Punk films - aimed to enrage the audience / make the audience uncomfortable
Synergy: Both want a good quality film

The Studio and the Consumer

Conflict: Over-marketing / marketing in the wrong direction
- Long Day's Journey Into Night (2018) by Bi Gan Synergy: Studio provides according to consumer trends and likes
Synergy: studio are trying to provide what the consumers like
- Frozen 2 (2019) and other series movies
  - Marvel, DC, etc.

Conclusion

References