Hollywood Studio

Hollywood Studio System:

films become known for a specific narrative structure combines with a set of cinematic expressions of narrative

- film genres - gangster, musical, western became a 'classic' form of genre.
- a reliable return of investment
- directors, stars and producers etc. became synonyms of a genre

James Cagney - Gangster
John Ford - Western

Studios were thus known through their own style - "house style"
Public had a set of expectations and an identification of process.

Fall of the Studio System:

- occurred around 3rd of May 1948

Vertical Integration - when when one company owns production, distribution and marketing - keeps costs down for their business.

- rapid growth of independents
- rise in televisions
- films became t.v series

Rise of the Star:

- freelance
- dialogue coaches
- actress' had nose jobs etc.
- they became the face of the cinema which gave them power as they were the advertisement on the billboards, posters with their face and name, which linked into marketing
- this gave them power over negotiating