In the beginning there was film. Then sound. Then color. And everyone jumped on the bandwagon to make a profit. In the modern era, first there were adaptations. Then along came CGI. Then came the sequels. Then the remakes. Followed closely by the current techno-boom of 3D. Now the box office is down and Hollywood is reportedly scrambling to gobble up original material. This is the old game of grasping at straws; an act of desperation.
I’m no master when it comes to business. My investment portfolio will inspire no one. But I’m sure the Warren Buffett’s of the world will agree that this frantic method is no way to invest millions of dollars. And, let’s face it, for producers and for studios that’s exactly what movies are: an investment.
It takes time and money to make a film. It takes clever marketing to get people to see it. But more than that, it takes quality material to generate word-of-mouth and positive internet buzz, which in this day and age, is what sells a film as much as a cool trailer.
Quality material, that’s the key.
There doesn’t need to be this frantic grasping at straws. There doesn’t need to be this constant guessing game to stay one step ahead of the curve. Think back; Go back to the roots: A good story well told. Invest the time and generate a quality film. That’s what will sell. Quality products generate repeat business.
There was a time when you could go to a Warner Bros. film and know that you would see quality, and some of your favorite actors. You could go to an MGM movie and know that you would be transported to a different world. The studio brand was almost as important as the film, but when you went to see a film you knew the level of quality you were buying.
You have to know your audience. They drill it into your head in film school. You have to know your audience and understand audience behavior. Movie tickets have become expensive. Audiences now invest not only their time in a film, but also a significant chunk of money for a night out. Gone are the days of the 50-cent drive-in. It’s now a $20 night out, not including popcorn. For the general populous that is an investment.
What will attract the audience to invest in a film? The same thing that will drive a company to invest in a new product: the bottom line. Ask yourself, is this film going to be worth 2 hours of my life? Is watching this movie going to be worth my hard-earned money? If yes, then they will come. If not, why make the movie?
Everything is a risk, and risk in business is what it takes to succeed. But everyone in Hollywood seems to be grasping at straws looking for the next sure thing. There is no sure thing… except telling a good story.
