Concentration, integration and merger

Minimising Risk

Misses are often offset against hits by building a repertoire

This extra emphasis on audience maximization means that, in the cultural industries companies tend to offset misses by means of ‘overproduction’ attempting to put togethers a large catalogue or ‘cultural repertoire.’ The more product a company releases the more chances it has to come up with massive hits. Although there are companies that appeal to ‘niche’ (specialized audiences), firms continue to focus financing on high production and marketing budgets in the hope of creating blockbusters.

Media companies control the circulation and availability of the product through a variety of methods, such as copy rights (which prevents people from freely copying texts)

The primal way of achieving scarcity for cultural goods is vertical integration. The ownership of distribution and retail channels allows companies to control release schedules and ensure the adequate availability of gods.

Vertical integration

• a) Bend it Networks collaborated with Ingenious and Levantine Films
• b) Bruce Springsteen expressed his approval for the film
• c) New Line cinema, a subsidiary of Warner Bros. Pictures bought the distribution rights
• d) Chadha Gurinder, the director of the film, developed the idea of the film

Brand Synergy (collaboration)

• a. writer Sarfraz Manzoor agreed to collaborate with the director Chadha Gurinder
• b. Bruce Springsteen agreed to have his music used in soundtrack and participated in the promotion of Blinded by Light
• c. when the film was screened in the Sundance film Festival
• d. when the Viveik Carla was selected as a protagonist for the film

Tight control over circulation.

• a) the production was done by independent companies (Bind it Networks, Levantive Films, Ingenious films) whereas the distribution was assigned to New Line Cinema which is the subsidiary of a media conglomerate, Warner Bros. Pictures.
• b) Bruce Springsteen contributed his creative talent in the soundtrack of the film
• c) Chadha Gurinder is a free spirit and her screenwriter Sarfraz Manzoor is a unique voice.
• d) Bend it Networks made marginal people appealing to global audiences.

‘Artificial scarcity’

• a) by promoting in the film music devices that are not available anymore (walkman)
• b) By releasing the film directly to streaming services
• c) by releasing the film in selected movie theatres.
• d) by releasing the film in August of 2019 via New Line Cinema and supporting it with a extensive marketing campaign that involved interviews, posters, social media and screenings in film festivals.

Formatting

• a) in the celebration of rebellion and good music
• b) in the generic choice of a ‘ Feel-good Jukebox dramedy’ and the star power of Bruce Springsteen as well as the relative popularity of the director Chadha Gurinder
• c) the use colorful scenery in the film
• d) the stylistic arrangement of the posters

Theatrical release and non-theatrical release (home video, streaming).

read the full article here . . .

Blinded by Light’s time of release was discussed in these terms in the press. It’s theatrical release was August 2019. More people attend cinemas during this moment, as schools are closed and tv-seasons have not started. ‘According to the film industry adage, “in the summer, blockbusters reign supreme.” The summer season typically accounts for 40% of the entire year’s domestic box office revenue, making it a make-or-break period for the box office.’

However, the film performed had mediocre success in its first weekend of release ($4.5 million, finishing ninth) and overall it grossed $18.1 millions. This profit was described as a ‘noble failure.’

It must be noted that distribution companies place great importance on profits made during the first weekend of release as then they share half of the overall profit (the other half goes to the exhibitor). In the following weeks, the distributor claims less percentage of gains. So first weekend is highly significant for the economic success of the film.

Journalists and distribution companies argued that its wide release was a mistake. Warner Bros. should have begun with a limited release to build audience interest, and that the film’s August date was too close to that of Yesterday, a film with some surface similarities: it depicts a young British Asian male inspired by a classic popular music act.

”Now Blinded by the Light could and should have platformed, especially with a 90% Certified Fresh Rotten Tomatoes score, A- CinemaScore, and 4 1/2 stars on PostTrak. Pic’s sad opening at $4.45M now in 9th place (up from the $3.5M we saw yesterday).”

https://deadline.com/2019/08/good-boys-hobbs-shaw-47-meters-down-uncaged-scary-stories-weekend-box-office-1202669605/