Lecture 9-15Exam 2 Study Guide Outline:I. Four stages in the development of the film industry(1) 1890s-1915: “working class culture”(2) 1920-45: “movies as mass culture”(3) 1945-late 80s: “movies in the age of television”(4) 1990s: “integration and hypercommercialism”II. Radio History(1) Cultural story(2) Economic story(3) Broadcast ProgrammingIII. Broadcast televisionIV. RatingsV. Cable television(1) Introduction to cable(2) A regulatory seesaw, 1984-96VI. WebisodesExam 2 Study GuideI. Four stages in the development of the film industry(1) 1890s-1915: “working class culture”- Mass migration, this created a cultural gap between the immigrants and Americans due to a language barrier as well as a cultural barrier between the immigrants and their children.- Silent films/movies were compelling and accessible for an audience of immigrants who did not understand the language or culture. It was viewed as a way to connect.- Silent pictures and nickelodeons united population- Nickelodeons were built in highly populated urban areas and were five to ten cents to enter and watch the content.(2) 1920-45: Movies as mass culture- Edison owned “The Trust” which was a number of scientists finding and creating new technology and was the dominant people in the industry.- Edison wanted to target a group other than middle class movie goers and abandoned nickelodeons to target a more affluent class- The “Independents” emerge who were Independents of The Trust and wanted to branch off and take over the nickelodeons that Edison abandoned.- Movie palaces emerge – Movie palaces were more immersive and an experience that the audience felt they “entered”, they used well known stars as a marketing tool, and spent more money on longer films. Comm 121 1st Edition(3) 1945-late 80s: Movies in the age of television- Peal theatre attendance was in 1946- The decline of theatre goers began in the 50s-60s due to a few reasons:- Post war populations move to suburbs and all movie palaces/nickelodeons were in the urban areas. There were no movie palaces or nickelodeons in suburban areas because it was not densely populated enough.- 1946 Descent decree (anti-trust): A law saying that studios could no longer produce, distribute, and exhibit (vertical integration) so studiosgave up the exhibition which then diminished their investment/involvement in theatres- Television: sales for television sets were up 400% while movie going was down 50%. No one wanted to drive to a movie palace/nickelodeon when they had a television in the comfort of their own home.- Industry tried to keep movie going alive with a few different strategies:- Using content you could not see on TV like sex and violence- Using gimmicks like wide screen and 3-day- Cultivating film content that you felt immersed in- Targeting younger audiences because 12-15 year olds made up the largest percentage of movie goers(4) 1990s: Integrated media and hypercommercialism- Begins in 1990s- Studios used video and DVD rental and purchases as major market for movies- Hypercommercialism begins:- Product Placement: placing product names and brands in the movie script. (Examples: Spaceballs and Breakfast at Tiffanies). It becomes nearly impossible to create a fictional movie without including brands and products from real life. “Product placement within movies – whereby a character sips from a can of a well known brand of soft drink or flies on a prominent airline – is a big business and a subtler way to promote products.- Cross Promotion: A deal in which a product is placed in a particular movie and the product is mentioned- Merchandizing: Making mugs, t-shirts, etc. for the movie and often times bring brings in more money than ticket sales for the actual movie. For example: Inspector Gadget and Toy Story created with merchandizing (toys) in mind before even creating the film. All of the plush toys available at Jurassic Park- Tie-ins: An already existent arrangements made with business companies and movies producers before a film is actually made, to create “merchandisable” character/story lines to tie in to a movie in some way. Came about in the late 1990s when the Disney McDonalds made the deal of McDonalds creating all Disney movie characters for happy meal toys for the next ten years. Comm 121 1st EditionII. Radio History(1) Cultural Story- Marconi’s business acumen directed his attention to those institutions that had come to rely on the telegraph in their routine business practices, particularly newspapers and steamships.- 1920s: Radio first developed commercially to sells sets, quote 1 on week 7 quote sheet, “Unlike all previous communications technologies, radio and television were systems primarily designed for transmission and reception as abstract processes, with little or no definition of preceding content.”- Sale of parts and sets:- 1922 $60 million- 1923 $136 million- 1924 $358 million- 600% increase in 2 years! (Quote 2)- Mobile Privatization in early 20th century- Nuclear families – parents and children – on the move (mobile) and isolated from each other (privatized)- Family privatization carried a need for new contact. Radio gives accessto an imaginary community and also gives people a way to connect and know what is going on in the world around them.- Radio offered a connection to the world- 1938: “War of the Worlds” a hoax that, “For both broadcasters and regulators, War of the Worlds provides excellent evidence to justify their claims about media power. “(2) Economic Story- 1920s: Radio Corporation of America (RCA) an umbrella for 4 firms that controlled all US electrical patents:- General Electric (GE)- Westinghouse- AT&T- United Fruit (ship-to-ship, radio, and empire)- 1922: AT&T introduces “toll broadcasting”- All programming is sponsored messages; companies would finance the broadcast in exchange for being mentioned on air.- 15% commission to ad agencies- WEAF, New York, opened in 1922 as first toll broadcasting station- By 1923, there was a public uproar over “standards” about who was fit to broadcast and who was not.- Week 7 quote sheet, quote 4: “The proper use of radio, according to the New Republic, was educational: radio should be "an intellectual force." Radio could never fulfill this mission as long as it was managed by those whose interest