Supply & Demand In The American Cinema

            It’s widely known, just as it is widely reported, that the primary motivation of any financial endeavor is profit, and such is the case with Hollywood. Films of a certain cost are designed to recoup their expense not only from ticket sales, but also by franchising into other markets. Independence Day (1996) had toys, video games, and books, following a model popularized by George Lucas, who may have learned a thing or two from Disney’s Davy Crockett: King Of The Wild Frontier (1955). But these tie-ins and franchises have become so prevalent in our culture today that they go by almost unnoticed, and the effects these marketing strategies, and Hollywood’s approach to the cinema as a whole, are rarely analyzed for their effects outside of the market place.

The fathers of the blockbuster on the set of Indiana Jones & The Temple Of Doom.

The fathers of the blockbuster on the set of Indiana Jones & The Temple Of Doom.

            If one compares the cinema to other forms of art such as painting, one finds that the cinema is severely lacking in regional dialects or aesthetics. There has been, since the advent of the blockbuster, a unifying series of styles that have come in and out of vogue, essentially restricting audiences’ filmic literacy to these accepted aesthetics. These aesthetics themselves have found prevalence, and have therefore become stylish trends because of their marketability, due to the management of film studios and distributors as corporations and not curators of art. When audiences reacted positively to Darren Aronofsky’s Pi (1998), a slew of films were made that resembled that film in some way. Similarly, Miramax’s acquisition of In My Left Foot (1989) resulted directly in the acquisition of In The Name Of The Father (1993). Both instances represent this trend in American cinema explicitly. This is not entirely new, but as the internet spreads positive criticism of once hard to find films like Valerie And Her Week Of Wonders (1970), why are so many movie goers allowing Hollywood to dictate which films are imported to this country?

            The Criterion Collection released a box set earlier this year that was curated by Martin Scorsese and represented the first instance that many of the films contained within were available in this country. Each film represents a unique cinematic voice indigenous to a world beyond our borders. This is nationalist or regionalist cinema, one a smaller portion contained within the other. Such imported expressions are almost verboten in the American theatrical market because their ability to fill seats or spark a franchise is as uncertain as it is untested. These circumstances are a testament to the ignorance of the American moviegoer, and perhaps every moviegoer in the Western World.

A once obscure Czech film has found a mainstream following.

A once obscure Czech film has found a mainstream following.

            Regional cinema is all around us. Filmmakers toil unrecognized in every corner of the world, yet their work is lost to the general public because of an inability to meet a marketing quota. Online streaming and distribution offer an array of options, but the industry is still primarily focused on the festival circuit. Like all businesses Hollywood and American film distributors will only meet supply with demand. As an audience the American public must therefore demand that foreign regionalist films and even domestic regionalist films find wide spread theatrical distribution.

-Robert Curry

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