Lecture 2 Week 4

THE RISE OF HOLLYWOOD

Introduction to Hollywood

Origin: Film companies began to establish operations in Hollywood around 1910. This emergence led to Hollywood's dominance in the U.S. film industry and its influence on global cinema within just a decade, as it became the center of American filmmaking.
Studio System: The concentration of film production within large studios, alongside a vertical integration model that encompassed production, publicity, distribution, and exhibition, gave rise to the ‘studio system.’ This framework facilitated the streamlined creation and promotion of films, fostering an environment where studios controlled nearly all aspects of film production.
Global Impact: By 1925, the Hollywood film system overwhelmingly surpassed local film industries across the globe. This eclipsing resulted not only from high production values and captivating storytelling but also due to systematic marketing strategies that made Hollywood products universally appealing to audiences worldwide.
Cultural Icons: Renowned stars such as Charlie Chaplin and Mary Pickford emerged as significant cultural figures, transforming into household names and key drivers of Hollywood's international prominence during the silent film era. Their performances and public personas helped cultivate a unique cinematic culture that resonated with diverse audiences.

Key Features of Hollywood's Rise

Economic Strategies: Hollywood utilized various economic principles, including economies of scale, to achieve production efficiencies and competitive advantages against emerging film markets.
Global Distribution: By strategically acquiring and controlling theatres in major cities, Hollywood streamlined film distribution processes, thus maximizing the accessibility and viewership of its films.
Protectionist Measures: In response to Hollywood's expansion, numerous European countries attempted to implement protective measures such as taxes, tariffs, and quotas. However, these measures were largely unsuccessful, as the allure of Hollywood films prevailed among global audiences.

Motion Picture Patents Company and Its Failures

The Trust: Established in 1908, the Motion Picture Patents Company (the Trust) was created by leading film producers and equipment manufacturers to monopolize the motion picture industry.
Difficulties: The Trust encountered significant challenges in maintaining control, which permitted independent producers such as Carl Laemmle and William Fox to flourish and contribute to the film industry’s diversification.
Independents' Innovations: Independent filmmakers went on to produce longer and more complex narratives, moving away from the Trust's initial focus on short, two-reel films, and thereby expanding the artistic possibilities of cinema.

Emergence of Feature-Length Films

Production Growth: The rise of independent companies eventually led to an increase in the number of feature-length films produced, effectively meeting the burgeoning public interest in cinema and prompting a significant expansion in the number of theatres.
Foreign Expansion: The strategic translation of intertitles and creation of foreign versions of films allowed Hollywood studios to adapt their products for international markets, enhancing global appeal.

Exhibition Control in the U.S.

Focus on Major Cities: Independents targeted new picture palaces for exclusive first-run screenings, thereby capturing most of the box office revenue and solidifying their position in the market.
Growth of Chains: By 1920, major cinema chains were able to profit immensely from this focus on picture palaces, creating a new economic structure within the industry that emphasized scale and reach.

Rudolph Valentino: A Case Study in Stardom

Biographical Overview: Rudolph Valentino transitioned from a dancer to a Hollywood icon who challenged conventional gender norms of masculinity in the 1920s.
Cult Following: His unexpected death in 1926 led to widespread mass hysteria among fans, showcasing the profound emotional connection audiences formed with stars.
Cultural Impact: Valentino's persona, characterized by both seduction and controversy, significantly influenced societal views on masculinity and contributed to the star system's allure.
Notable Works: Renowned films include The Four Horsemen of the Apocalypse (1921) and The Sheik (1921), both of which solidified his status as a leading man in Hollywood.

The Production System (1910-1920)

Large-Scale Filmmaking: A comprehensive production system led by Adolph Zukor's Famous Players-Lasky emerged, facilitating the mass production of films that catered to growing audience demands.
Feature Film Norms: By the end of this period, feature films were averaging 90 minutes in length and cost between $100,000 and $500,000 to produce, establishing standards that would endure for decades.
International Influence: Inspirations from European filmmaking models profoundly impacted the length of films and the focus on more intricate storytelling, elevating Hollywood's narrative sophistication.

The Role of Film Stars

Harvard of Hollywood: The star system became an integral aspect of marketing strategies as it distinguished individual films while promoting specific talent, thereby creating a narrative around each star that audiences could engage with.
Investment in Talent: Zukor's bold strategy focused on escalating the careers of stars like Mary Pickford, resulting in substantial salary increases and long-term exclusive contracts that helped secure their loyalty to the studio system.
Formation of United Artists: This studio was established by major stars including Chaplin and Fairbanks in an effort to regain creative control and financial independence from the traditional studio structure.

Cinema Facilities and Economic Strategies

The Picture Palace Era: Commencing in 1914, the introduction of lavish theatres transformed the movie-going experience into a grand social event, attracting audiences not just for films but also for the cinematic experience itself.
Architectural Design: These elaborate venues were designed with opulence in mind, providing comfort and an inviting atmosphere that could draw large audiences, effectively integrating cinema into social culture.
Balaban & Katz's Model: This model developed comprehensive economic systems aimed at maximizing profitability through strategic location selection, superior service, and sophisticated presentation techniques.

Distribution and Market Control

Strategies for Growth: Following World War I, Hollywood companies strategically merged and expanded their reach into global markets, further solidifying their influence in the film industry.
Adolph Zukor's Influence: His implementation of block booking and establishing chains proved critical in sustaining market dominance and ensuring a steady stream of revenue from distributions.
Economic Expansion: Estimates suggest that production and distribution costs eclipsed $1 million due to extensive foreign market penetration, establishing Hollywood as a formidable global industry.

Global Expansion and Control Challenges

Hollywood’s International Reach: By this time, Hollywood had effectively dominated markets in Britain, Europe, and various other regions, imposing significant limitations on the growth of local film industries worldwide.
Protectionist Measures by Nations: In an effort to combat Hollywood's dominance, initiatives like the British quota system and the German contingent system emerged, reflecting the growing concern over cultural imperialism in cinema.

Conclusion: Summary of Hollywood's Evolution

Institutionalization: By the end of the 1920s, Hollywood had firmly established itself as the preeminent force in global entertainment, setting a foundation for future developments.
Impact of Economic Challenges: Despite facing various economic shocks—including the Great Depression and the advent of sound in films—Hollywood’s foundational changes positioned it for ongoing adaptability and evolution in the entertainment landscape.