Film/Movie Chapter Analysis

Film was first created in 1877 using 12 cameras, but it wasn’t until much later that movies included both sound and color. In the beginning, movies were just one scene, or perhaps 60 seconds of film. Eventually, though, the movie industry became “an industry based on dreams.” This is because movies began to have a little imagination and creativity thrown in, instead of essentially showing a moving picture of a horse.

The film industry, as many people know, has been facing tough issues for many years. The invention of the television caused people to abandon movie theaters for the comfort of their own home. In 1966 movie ratings were introduced, which was a good thing for movie theater attenders, but not a great thing for the film industry. Because films were rated, many people stopped going to see certain movies because they were “too bad.” Although DVD sales and rentals have helped the film industry income rise a little bit, the industry is still struggling each year to stay afloat.

Technology is now driving the business by changing the way production and distribution are done. Computers are now being used to create movies inexpensively, which can cost a lot less than hiring real-life people. When it comes to technology changing distribution, Apple is making movie downloads available online, Netflix is streaming movies to customers TVs, and distribution companies are planning to send moves by satellite to dishes on top of theaters.

Although technology appears to be beginning to drastically change (and help) the film/movie industry, as a job market the industry is not very secure. Although some movies make billions of dollars, only 2 out of 10 theatrical movies make any money at all. Just to make a movie costs an average of $107 million! Ticket sales have dropped substantially for movie theaters, but if the price is raised to bring in more money, customers will simply rent a movie from RedBox or stream a movie to their house using Netflix. Creating movies sounds like an extremely fun job, but the industry just seems way too risky to me, even with ancillary rights being used to bring in more cash.

My favorite part of the chapter was reading how much money it took to make the 10 most expensive movies. It blew me away that anyone could have so much money to be spent on a film, but when I read the list of movies it was obvious that they’re all well-known and have probably more than doubled the amount that was invested in them. For example, the most expensive movie ever made was Avatar, which cost $500 million. As you could probably guess, Titanic, King Kong, and a few of the Pirates of the Caribbean movies made it onto the list. I can’t fathom having that much money to spend on making a movie, but I imagine much of it was for production costs and computer graphics. As shocking as these numbers were, they make it painfully obvious that to survive in the movie/film industry, you must have not only good connections and creativity, but a lot of money as well.


Media/Impact: An Introduction to Mass Media by Shirley Biagi – Chapter 7


Advertising Chapter Analysis

Advertising has been around for at least 3,000 years. It started with painted messages on stones and later became pieces printed in newspapers. The very first newspaper advertisement appeared in 1704, but it wasn’t until the 1880’s that ads appeared in magazines. Radio advertising began in 1922 and finally, in 1949, advertising on television became a big hit. Of course there is also advertising on the Internet, but it hasn’t “taken off” the way advertising in the above mentioned mediums has.

Advertising has a rich history but, like all industries, it faces a few issues. Advertising can quickly become very expensive. If many people don’t see the ad, the money is wasted. But even if people see the ad, they might not do anything about it. For example, advertising on the Internet is risky because people often do not click-though the ad to find out more information. Because of this, the click-through rate for many sites is quite low. Pop-ups are another issue Internet advertising faces, because consumers can easily install a pop-up blocker, thus eliminating incoming ads. Other issues advertising faces include: the economic health of the nation, choosing which type of media to use, and staying within the codes established by the FTC, FDA, and FCC.

Technology is changing the advertising industry because less and less people are picking up newspapers and magazines, while more and more people watch television or spend their time online. This means advertisements are beginning to switch to online or televised versions instead of focusing on printed ads. But because the click-through rate for Internet ads is low, the ad industry is tirelessly working to find ways to work around the consumer, like putting ads below search engines, thus raising the click-through rate.

As a job market, the advertising industry looks like a very good place to work. There are many different places to work in an ad agency including: marketing research, creative activity, administration, and media selection, among others. Each job title has a different section of advertising that they’re responsible for. If I were to choose my favorite, the most interesting to me, I would go with the creative activity department. They are responsible for thinking up the ad, designing the art, and they often produce the commercials. Additionally, the job market looks stable. The chapter states that “in 2010, television advertising revenue in the U.S. totaled $70 billion.” The ad industry is only going to get bigger in the next few years.

My favorite part about the chapter was all the different information on ways ads appeal to consumers. Because I see so many ads every day, I rarely think about the fact that a certain message is being sent. Instead, I get the message and move on with my day. The chapter showed, however, that there are 15 different ways that ads are used to get my attention. Some of these include the need for attention, the need to achieve, and the need for guidance. I found it extremely interesting that all 15 ways targeted a different need that we each have. It makes sense, though, because advertising must always grab the consumers’ attention, and what better way to do so than to focus on what we need?



Media/Impact: An Introduction to Mass Media by Shirley Biagi – Chapter 10