British imperialism Essay Example | Topics and Well Written Essays - 1000 words

British imperialism - Essay Example In the first section of this Chapter, Stereotyping the coloniser and colonised, Johnson argues that one should make certain distinction between racism as an ideology of superiority of some biological races of humankind over the others, and racialism, which is, in his interpretation, merely a use of category of race in social sciences (2003, p. 107). Consequently, he argues that the racist ideas were relatively uncommon among the British population of late 18th to mid-19th century, when it was anticipated that the colonised population would swiftly cast away its ‘unenlightened’ mores and adopt to supposedly superior British culture. However, the â€Å"slow progress of change† in Westernisation of colonial peoples led to the rise of the ideas that blamed such intransigence on the supposedly backward inclinations of the ‘natives’ themselves (Johnson 2003, p. 108). The development of evolutionary theory, according to Johnson, facilitated the acceptance of the idea of inequality of the races, which led to the transition from racialism to racism in colonial ideology (2003, p. 109). Nevertheless, as Johnson points out, not all the members of colonial administration or British intellectuals dealing with the problems of relations with ‘natives’ were racist; he refers to progressive views of Mary Kingsley, David Livingstone and others that contravened the dominant racist discourse (2003, p. 111). Eventually, as Johnson remarks, the changing perceptions of racial identities after the First World War led to the relative decline of racist sentiments among British colonial administration and settlers, though campaigns for self-government of the colonies were still regarded as treasonous (ibid, p. 112). In the second section, Segregation, class and identity, Johnson turns his attention to the practices of formalised segregation. He lists several reasons for its establishment: concern among the colonisers over the possibility of di sease contagion from the native populace; the fear of the natives’ revolt; a desire to re-create British conditions of life in the ‘new’ place (Johnson 2003, p. 112-3). Another aspect of the segregation system was an abhorrence of racial mixing by the British Colonial society, which Johnson compares to the same sort of feeling towards sexual relations between persons of different social classes in Britain proper (2003, p. 114-5). Nevertheless, such attempts at minimising social contacts between representatives of different racial groups were constantly undermined by the necessity of trade interactions, the joint service in the colonial troops, etc. (Johnson 2003, p. 115). Johnson also notes the importance of class hierarchy in the colonial society, where race and class distinctions overlapped on the lower levels of social structure, while the local elites were treated by the colonial administration as almost equals (ibid, p. 115-6). Segregation in the settler col onies such as the Cape Colony or New Zealand was effectively used to cement the loyalty of the white population to the Empire and to remove chances of native elites using British political instruments or institutions (such as franchise) for their own benefit (ibid, pp. 117-8). Even though Johnson concludes that the intents of the British Empire as regarded conquered peoples were basically benevolent (2003, p. 108), and that

Gender Theory Paper Essay Example | Topics and Well Written Essays - 1500 words

Gender Theory Paper - Essay Example Cultural Approach The cultural approach to gender development is based on the culture of a particular society. Culture comprises the idiosyncratic beliefs, traditions and value systems that are inherent to a particular society. Culture influences gender development through societal expectations about traits and manners appropriate to either male or female members of a particular social order, thereby defining gender roles in day to day life (Appelbaum et al. 2003). Critical Approach The critical approach to gender development is based on the standpoint and the queer performative theories that are focused on societal structures and practices that lead to stratification of people in to groups that possess different privileges unique to each group. For example, men in most cases are accorded the dominant group over women and also enjoy greater privileges in matters of leadership and socio-economic engagements of the society. Critical theorists postulate that the dominant groups advance their interests and viewpoints and impose them on the minority. On the other hand, the subjugated groups become empowered when they realize their plight and fight to overturn the prevailing circumstances so that their viewpoint is accorded consideration (Beck et al. 2006). Biological Theory The biological theory is based on the premise that gender development and differences arise as a result of biological processes that determine how the brain of an individual works. The theory attributes differences in characteristics between men and women to the variance in the functioning of the brain caused by chromosomal and hormonal differences. Women possess two x chromosomes while men possess an x and y chromosome. On the other hand, sex chromosomes in men and women are produced in varying quantities thereby causing the behavioral differences (Perrin, 2003). The biological approach is valid with regards to male and female hormones. Andrea & Moretti (2009) argue that men and women exhibit di fferent characteristics based on their hormonal and chromosomal differences. Androgens are the male sex hormones that lead to the development of male characteristics and in adulthood, males tend to behave more aggressively than their female counterparts with estrogen and progesterone. High level of oxytocin in women is associated with sociability and emotions (Arnold, 2011). It is therefore generally expected that women exhibit greater reaction emotionally to traumatizing experiences than men. This highlights the reason why women are regarded as weak in terms of withstanding stress. The sex hormones exhibit different physical characteristics in men and women whereby men develop strong muscle and are able to undertake vigorous exercises compared to women who possess a tender physical structure. Further more, the hormonal activity in women especially with regards to menstrual cycle and pregnancy leads to irregular mood swings that are typical of the female gender (Andrea & Moretti, 20 09). Interpersonal Approach The interpersonal approach to gender development is based on interpersonal factors that contribute to the development of masculine or feminine characteristics. This approach can be explained through the psychodynamic theory that focuses on childhood development within a family that accentuates interpersonal bonds thereby affecting a child’s sense of identity. It can also be explicated through the

Investing In mutual funds Essay Example | Topics and Well Written Essays - 500 words

Investing In mutual funds - Essay Example Banks, share markets, mutual funds, insurance sector and real estate are some of the common investment areas normal investors are looking for. Bank investments are normally the best method of investment because of the less risk associated with it. Most of the banks have insurance protection for the investor’s money and hence it is safer than other types of investments. Bank deposits normally divided into two categories like savings account which yields less interests and term deposit which yields higher returns. Share market investment is the most risky investment option since the value of money undergoes immense fluctuation every day based on the changes in the share values. There is no protection for the investors in this sector as we have seen in the destruction of share values due to the current economic crisis. The main attraction of share market investment is the possibility of high yield in a short term. Real estate and investment also depends on the market conditions. Investment in insurance sector is also comparatively a safer method of investment though the return may not be as good as that from share market investment or mutual fund investment. â€Å"Mutual funds can offer the advantages of diversification and professional management. But, as with other investment choices, investing in mutual funds involves risk. And fees and taxes will diminish a funds returns.† (Invest Wisely: An Introduction to Mutual Funds) Compared to share market investment, mutual fund investment is safer because of the professional management of our invested money. Share market investment is mostly controlled by the investor himself and hence the possibility of achieving a good return depends on the investor’s competence in analyzing the trends in stock market or company performances. On the other hand in mutual fund investment, the investor’s money is managed by fund managers. The mutual fund managers are highly skilled and they know better than us

Analysing organisation. Wal-Mart Essay Example | Topics and Well Written Essays - 3000 words

Analysing organisation. Wal-Mart - Essay Example A firm existence in the American market and exploitation of every opportunity and space during the initial establishment years has enabled Wal-Mart to enjoy a unique brand name. It was a successful strategic move for Wal-Mart to concentrate on the US market, and establish firmly on home soil. From the exploits of the home market, Wal-Mart had enough experience and sufficient resources to make investments abroad. Wal-Mart has coverage for retail business in more than fifteen countries today, with branches in Argentina, Brazil, Canada, Germany, India, Japan, South Africa and the UK among many others (Wal-Mart, n.d.). This presentation highlights the various concepts that can be associated with Wal-Mart as a global player in the retail industry. SWOT analysis is relied upon in the design, with the initial part highlighting the strengths and opportunities that an insider at Wal-Mart would quickly give while the second section highlights threats and weaknesses that are critical to the company. General review is a biased outlook on the positives of the company as opposed to the critical review that criticises various business concepts and approaches adopted at the company. Data Collection Information on SWOT from primary and secondary sources made the bulk of research, with an explanation and discussion on the main issues making up the presentation. SWOT as the main theme of the paper identifies with the needs of understanding the operations from an internal as well as an external perspective (Broughton, n.d.). The discussion is not exhaustive on the SWOT analysis but only a selected few items picked formed the discussion on which to base the presentation. General Review (Strengths and Opportunities) Ownership Wal-Mart began and remained as a family business as Walton dedicated his entire to the service and development of the company. Such level of commitment for the management of business usually enables the manager to set organisational objectives above any other interest. Evidently, the success of the corporation as one of the main global players in the retail industry owes much to the man-management techniques that Walton applied (Walton and Huey 1993, p32). As an individual, the president of the United States recognised Walton’s contribution to business and awarded him for his achievement just before his death. This is a milestone achievement for an individual leading an important business player as Wal-Mart in the global economy. Walton retained great influence on the decision making processes at the company in many aspects, despite the fact that the listing of the company implied that he donated some of the leadership to the shareholders. His contribution to the running of the business is undisputed and perhaps, therefore, Wal-Mart’s successes owe much to his roles in the company. The demise of Sam Walton in 1992 paved way for another Walton, Robson who took over as chairperson of the Wal-Mart Board a few days later. Tradition Since its establishment in 1962, Wal-Mart has kept off temptations of changing the market approach from the initial vision of the pioneer (Frank 2006, para.6). Sam Walton envisioned a retailing busines s with a unique pricing strategy that would target the lower end markets by initiating price cuts. Targeting the specific market niche in the retail business and making it possible to stick to it was perhaps the strongest business ideas adopted by Walton. In the modern business strategy applied at Wal-Mart, pricing is a uniquely important tool implemented for the initial objective laid down by Walton several decades ago. In all the retail outlets

Voting and High School Essay Example for Free

Voting and High School Essay Background of the Study The era of computer system has spread very fast, wide and extreme conduct of required data. Voting System for the Central Board of Student High School Department in San Sebastian College Recoletos – Manila is still using the manual process, now the proponents are ready to change the free of manual using process. This study would help them with this attributes efficiency, convenience and security not just to the integrity of voting but also the protections of the high school student voters. Based on DepED Order No. 79, s. 2009 Revised Standard Constitution and By-Laws of Supreme Student Governments in Secondary Schools signed by Secretary Jesli A. Lapus â€Å" that the significant roe, and contributions of the Supreme Student Government (SSG) in the school and in line with Students Government Program (SGP) of the Department of Education-Center for Students and Co-Curricular Affairs (DepED-CSCA), the enclosed Revised Standard Constitution and By-Laws is hereby issued for implementation in all Secondary School.† Since the beginning of elections in San Sebastian College- Recoletos High School Department,there are different problems such as fraud ,cheating , and slow process of counting ballots and human errors which can’t be removed to the mind of the voters. But the proponents believe that those irregularities will not break the will and heart of a true sebastinian. Voting must be exercised freely, safely and intelligently within voting precints. As in the present of how is the process of voting in the existing voting system works manually, manual election usually takes a long time before proclaiming the winning candidate while computerized election usually takes a short period of time before proclaiming the winning candidate. Voters will write the name of their chosen candidate in an piece of paper given by the committee and it will be placed inside a ballot box, At the end of the voting period, the assigned canvassers will count the votes manually and thus it result to human errors and slow process of tallying of votes, in order to pursue a secure and honest election, it is the function of the proponents to provide the students the means to credible system of election. Proponents define manual election as a system that counts votes using paper audits stored by a ballot box. Objectives of the Study 1. The general objective of the study is to develop an automated based voting system for San Sebastian College-Recoletos High School Department. Specific Objectives 1. The main objective of this research is to develop automated based voting system for the San Sebastian College-Recoletos High School Department. 2. It will provide a faster and easy way to vote candidates during the voting season. 3. It will ease the pain of providing hundreds of ballots but this system will totally will remove the cost and effort of printing ballots. 4. It will secure the confidential information about the result of the last election. 5. To introduce an automated voting system for San Sebastian College-Recoletos High School Department. 6. To provide a user friendly system for the high school students. 7. To employ a more organized and accurate way of electing a new board members for the high school department. Scope and Delimitation of the Study The Proponents will develop a voting system that prepares a voting process for San Sebastian College-Recoletos High School Department by creating a computer based voting system that will help the commissioners count the number of votes. 1. Voters can also see the pictures of the candidates while voting and because of that can easily identify to whom they will give their vote. 2. The System has a back-up system to save the number of votes. 3. It will only take 5 minutes for the students to vote to avoid wasting of time. 4. It has a log in security attempt limited for 3 times. 5. The proponents are planning to use Microsoft Visual Studio 2010 to realize the goal. The coverage of this study is from June to Sept 2013. 6. The researchers limit the study to Sebastian College-Recoletos High School Department. 7. The candidates are not allowed to manipulate their number of votes; the election commissioners cannot alter the voting process. 8. This system has a delimitation that the users should know, the system doesn’t have a print out of ballots. Definition of Terms Automation – process which involves the electronics and computer technology which the participation of human is less. Automated Voting System – A technology which is much faster and efficient more than the old voting system, it also involves the participation of information and communication technology individuals. Ballot – A tangible thing wherein the cast of votes writes here. Also exists in old voting/electoral process. Ballot Box – A tangible thing wherein the votes of the voters stores here for counting. Canvassers – An individual who canvass votes and plays a vital role in old voting system. Election Commission – In charge of overseeing the implementation of election procedures. Inquiry – process that has the aim of augmenting knowledge, resolving doubt, or solving a problem. Precincts – a table, place where you will vote.

Children and War Essay Example for Free

Children and War Essay How do children experience war and what coping assistance do they need from adults? What can we do to raise children in war torn times. According to a report by the London based International Coalition to Stop the Use of Child Soldiers, an estimated 300,000 children in more than 80 countries are participating in armed conflict. I personally feel that children experience war because adults bring them into this conflict. Professor Henninger mentioned in his post, â€Å"Culture plays a big part,† in how children around the world experience war. Children are seen as innocent and many times are used as undetectable threats in war zones because who would suspect that a child is carrying a bomb or other various weapon devices such as hand-grenades and high powered guns. According to my research on this topic, children are used to having a safe haven and during war safety cannot be a permanent item, which is what children will need. The class text mentions that children’s memory is affected by not so pleasant images of being around a war zone, children can become desensitized to violence which could cause children to display violent behavior; reasoning on moral issues are affected, plus numerous other issues such as anxiety and depression are items children experience during war. It is unfortunate during war time in various areas, young girls can become victims of rape and often young girls are used as â€Å"Soldiers wives† in various foreign countries (Garbarino, Kostelny Dubrow 1998), where they are made to live in slavery and care for the soldiers every need, which includes intimate needs. This is why some of these young girls become pregnant and are then often time abandoned while the solider finds a new young female victim. Research has shown that once these young girls have babies, they seen as outcast and cannot return back to their regular family unit, due to most family members have been killed due to war zones. Young female and male children both experience major disruption to their family unit. I have seen on new reports where children became instant orphans and most likely saw their parent or parents murdered during war and then the child is left to care for themselves or many times they may have to care for other siblings. Young males may lose their fathers permanently due to war and this loss may place this young man as the â€Å"Head of household†, where their maturity level is not consistent (Weisenmiller) with taking over such as important role for the family. Coping Assistance for Children of War How children will experience war is also based on how the adults around them handle the situation. For example, if the parent is able to be with the child by offering comfort during such a climatic time and by being upfront with the child or children of what is happening, this will help ease the anxiety caused by war. The United Nations in the past held special sessions on how to deter the affects of war on children who live in war zones on a worldwide level. Special curriculums have been set-up in many war torn countries to allow children to either discuss, draw, or play act events that occurred to them during war, so they share their story and not hold things in, which could cause more stress in their young life. Assistant for children involved financial backing, which many times under developed countries do not have the mean, so international help organizations cans step in and provide the children with the physical and psychological help they would need to recover. Children need coping assistance that will help provide their basic everyday needs such as food, shelter, reassurance of safety and assistance with social development. Social programs such a UNICEF, Salvation Army, Red Cross, along with family, friends and the community will help children cope during times of war. When a child is raised in war torn times, they need to feel valued and make them become part of the community again by assisting in keeping them in school, healthy, have food and water available. Children need truthful information provided to them during war times because it is very important that they have an understanding of what is happening around them. Overall, support from parents, the community, friendly nations is important in helping to raise children during war time, and also help the child keep a sense of childhood when war issues arise. References: Berk, Laura E. (2009), Child Development Eight Edition. Pearson Education Clements, Paul T, Jr., PhD,R.N., C.S. (2001). Terrorism in America: How do we tell the children? Journal of Psychosocial Nursing Mental Health Services, 39(11), 8-10. Retrieved from http://search.proquest.com/docview/225547648?accountid=828 Garbarino, J., Kostelny, K., Dubrow, N. (1998). No place to be a child: Growing up in a war zone. Jossey-Bass Weisenmiller, M. (2007, May 11). Health: Trauma haunts children in war zones. Global Information Network. Retrieved from http://search.proquest.com/docview/457557903?accountid=8289

The Marketing Of Movies Film Studies Essay

The Marketing Of Movies Film Studies Essay In 1910s, the era commonly known as the birth of movie marketing, the big focus was on the movie stars. As motion picture audiences grew, so too did the importance of the actors. It was producer Carl Laemmle who originated the publicity stunt, an orchestrated media event where something dangerous or spectacular related to the movie is performed in order to draw further attention to its opening. After asking Florence Lawrence, a famous movie star, to join his IMP production company, he announced to the press that Lawrence had died in the car accident. After news of her death had created a sufficient stir, he placed a full-page advertisement in papers to deny the story. That was one of the first deliberate marketing strategies in the industry and it changed the movie marketing system dramatically. (Block and Wilson, 2010:19). As the stars of movies became more and more identifiable, the publics curiosity about them grew to be insatiable. This then started an era of using movie stars to promote movies and ultimately, it opened a whole new field of movie marketing. From 1920s, film distributors had started to employ marketing teams to create and produce publicity materials like press books, which were intended to encourage cinema managers in the exploitation of the film product. Film historians tend to look at early press books in order to study the history of movie marketing itself. Each press book would carry information about the film and its production, such as the plot synopses, the cast, background information and all the details of the availability of posters or other promotional aids such as lobby cards or standees life-size cardboard cut-outs of characters from the film (Moat, 2003-2010) to be put in cinema foyers. Press books were also used to promote ideas like recipes, competitions, quizzes and tie-ins with the local shops, as well as suggested text for local newspapers. The peak of the press books popularity lasted from the 1920s until the beginning of 1950s, when film distributors started to have more money to spend on promotiona l strategies, and film going was at its height. By the mid 1950s, theatre attendance had dropped to only 50 percent of what it had been in 1946. (Lees and Berkovitz, 1981) To make things worse, the U.S Department of Justice had launched an antitrust suit against the Big Five film companies Paramount, RKO, Twentieth Century Fox, Warner Bros. and MGM. After eight years of negotiations, these studios and three minor studios of that time Columbia, Universal, and United Artists agreed to what became known as the Paramount Consent Descree. (Pomerance, 2005:12) From now on, studios could no longer marshal under their own vertical structures the entire movie-making process, from acquisition of script material through pre-production, filming, editing, marketing, distributing, and exhibiting and therefore could no longer predict in advance what the profit range would be for the films they systematically produced. As the audience were less likely to visit the theatre, films had to have a more profound contact through the plot or use of vi sual effects. As a result, exhibition practises were modified in many ways after 1950 to lure the audience back: widescreen processes like CinemaScope and Cinerama, advance reservation road show bookings for major features, more intensive use of cinematic colour, the use of more exotic locations and lushly scored, quasi-symphonic or jazzy music. (Pomerance, 2005) However, what makes a hit? is the big question that has been on the minds of everyone involved in the movie business since its early days. (Lees, 1981:142) The uncertainty engendered by this shaky state of affairs causes, quite naturally, a parallel state of anxiety about decision making. There are no guidelines to consult that will indicate anything other than approximate probability. Film marketing has therefore two definitions. One is giving the public what they want. The other is making the public want what you have got. In the eyes of many movie marketers, this amounts to a very clear distinction between bad and good. (E.Squire, 2006:67) The problem is that there is usually no sure way to tell what the public wants. In late 1960s, film makers had started to use marketing research as a method of predicting the audience acceptance. Its goals were clear: determine a statistical picture of the kinds of people who go to movies, find out if certain projects will meet with public favour and learn how to market films that have already been made. (Marich, 2009:29) However, producers could watch the results of market research, trade paper reports of grosses, but the numbers for one film could never predict how the next one would do. In the 1970s, for example, there were three kinds of films one did not make: science fiction, sports and Vietnam. The films in those subject categories had all bombed, so it was assumed the public was turned off by the subject matter. (Stringer, 2003) Vietnam was depressing, science fiction was for buffs, and who wanted to see movies about boxing when they could see real sports at home, for free? Star Wars (Lucas, 1977), Coming Home (Ashby, 1978) and Rocky (Avildsen, 1976) buried these arguments forever, although the same thinking persists. For example, the presence of stars in the cast was said to be insurance that a film would be successful, but in Star Wars, for example, there were no famous names. Interestingly, the American film industry changed more between 1969 and 1980 than at any other period in its history, except perhaps for the introduction of sound. During that time, profits for the most successful motion pictures rose from the hundreds of thousands to the hundreds of millions of dollars. (Curran, 1998) The sixties were also highly marked by the rise of television. Although still too expensive, it opened a new window for film marketers. The film that is often credited with changing how movies are distributed and marketed was Jaws (Spielberg,1975), the first film to open at a thousand theatres and to use network television to support it. Made by Universal Pictures, the studio liked the complete film so much that it began a TV advertising campaign that cost an unprecedented $700,000 (Block, 2010:506) The film opened on 490 screens, setting the standard for subsequent wide openings for Hollywood films. Universal was looking to ramp up the marketing for Jaws to levels never seen before. Three nights before the film was scheduled to open nationwide, the studio saturated the networks during peak prime time hours with a barrage of thirty-second trailers. When it opened on June 20, Jaws become a national sensation. After the Jaws experience in 1975, multi-disciplined marketing departments were created, which included specific divisions for publicity, creating advertising, media buying, and promotion. (Cook, 2000). The follo wing chart depicts Jaws franchise films all-release worldwide box office revenues versus their production costs. (Block, 2010:507) Equivalent 2005 $s Against the rule of films one should not make in 1970s, George Lucas began developing his concept of a mythical science-fiction action adventure film named The Star Wars, set in the distant future and featuring a cast of characters. Universal and United Artists passed on it, but 20th Century Foxs Alan Ladd Jr. offered Lucas $10.000 to develop the screenplay. (Bakker, 2008:101) The head of Foxs advertising department, David Weitzner, began working on the film in February of 1977 and hired the successful advertising agency of Smolen, Smith and Connoly, which had previously created campaigns for such movies as Carrie (De Palma,1976) and The Omen (Donner, 1976). Donald Smolen began his task by examining the initial marketing research that had been conducted. The reports from the early screenings were not very encouraging said Smolen. We were told not to spend too much money, because the research showed it was just another science-fiction movie. (French, 1997:32) They certainly were not too excited about it, with the exception of Ashley Boone, the vice president of distribution at Fox, who kept touting the film, saying it is going to be a hit. When Fox screened the film for Smolen and his partners, they were not impressed. At this point, there were so much missing from the film it was not fair to judge it, although we did. However, my job was to make sure the f ilm was sold. In that regard it did not make any difference what the research showed or what anybody thought about the film. We were just trying to sell the film in the best possible way. (French,1997:32) To pump up pre-release interest, Lucas inventively tapped science fiction conventions, released a comic book and a novelization. The film opened to long lines at 10.00 am on May 25,1977 in a mere 43 locations across the United States. (Lucasfilm Ltd, 2004) No one knew it was going to be a big hit remembers David Prowse, actor playing Lord Vader. Nowadays, we take for granted that a big blockbuster will go out with thousands of prints and open in May. But back then the summer special effects blockbuster did not exist. (Prowse,2010) Although there were certainly fewer movie theatres in operation during the 1970s compared with today, a wide release of a mainstream, non-specialised film at that time typically meant a few hundreds engagements. Lippincott, former Lucasfilm Ltd. Vice President for Advertising admits that if the film was redone today, on the basis of the way movies are released with a couple of thousands prints, it probably would have been unsuccessful. Theatres did not want the movie. We were lucky to get forty theatres to open it (Gross, 1999:55) What is more, until the mid 1970s, movies were poor cousins of television when it came to merchandising. Sound tracks and books had always brought income to producers and studios, but the manufacturers who bought licenses to make other kinds of products such as toys or t-shirts figured that regular weekly exposure on television was the key to selling their goods. In comparison, movies seemed to be quick, one-shot affairs, not around long enough to sustain a product in the marketplace. (Curran, 1998) All that changed with Star Wars. The phenomenal success of most of the scores of Star Wars items showed that all sorts of products could ride on the coattails of a hit film. It also showed that through shrewd merchandising, a studio could make millions of dollars above and beyond income from movie theatres. The studios tend to define merchandising as any instance of an outside company using a film title or an image from a film on a product or as part of an advertising campaign. (Smith, 20 02:34) The latter case is called a tie-in, and as its name suggests, it is a partnership of two different companies in a unified advertising strategy. George Lucas agreed to reduce his salary as a film maker, reportedly $100.000, in exchange for Fox agreeing to let him have the films merchandising rights and other, lesser non-cash considerations. At the time Star Wars hit theatres, it had just ten licensees, but that mushroomed when the science fiction movie exploded in the box office. According to The Licensing Letter, the original merchandisers were Kenner for toys, games and crafts, Factors and Image Factory for t-shirts and posters, Ben Cooper for childrens costumes, Twentieth Century Records for soundtracks, Ballantine for paperbacks, Marvel for comics, Don Post Studios for various masks, Ken Films for edited home movies, and George Fenmore Associates for souvenir programs. (Marich, 2009:144) Star Wars was the real birth of the modern movie licensing business and it caught a lot of people by surprise. Six months after the release of Star Wars the much anticipated range of toys still was not ready. Puzzles, jigsaws and other items that could be produced with relatively short lead times begin to dominate toy shops across America, but Kenner had simply not had enough time to create its product. It became apparent to everyone at the company that they were going to miss the all-important Christmas toy purchasing period. Worried that by the time its products were available, the Star Wars obsession of Americas children would be over, the company devised the Star Wars Early Bird Certificate Package. (Lucasfilm Ltd, 2004) This was a large envelope available in toy stores. It included a certificate which the recipient would have to post to Kenner, remembering to include his or her name and address. The recipients would then, as soon as the toys were produced and before they were av ailable in shops, receive the first four of Kenners Star Wars action figures: Luke Skywalker, Princess Leia, R2-D2 and Chewbacca. Kenner, which is now owned by Hasbro, still to this day has a Star Wars license for different merchandise. To compare, in 1997, by adding just four-and-a-half minutes of new footage to the original film, at a cost of $10m, roughly the cost of the entire original movie, George Lucas has managed to recycle Star Wars back to the top of the box office and make it the most successful picture of all time in the US. When it opened on May 25, 1977, Star Wars took $2.6 million in six days from a timid 32-screen release. On January 31, 1997, the re-release exceeded all expectations with $35.9m from 2,104 screens. (Duncan, 1997: 16) When George Lucas decided to digitally revamp the Star Wars trilogy for re-issue, Lucasfilm and 20th century Fox were left with a marketing conundrum. How do you build awareness for a film that is possibly the best known picture ever made? We went into re-release without a marketing template explains Gordon Radley, president of Lucasfilm. (Lucasfilm Ltd, 2004) Star Wars is more than a cultural phenomenon, it has such an impact on the hearts and minds of cinema-goers and no trilogy has ever been re-released on such a large scale. Lucas himself had strict guidelines for the worldwide re-release: it was to emphasise the in-theatre experience- the big screen as the best possible way to see Star Wars as well as stressing the unique chance to see all three films in a relatively short scape of time. Less than a year before the Star Wars relaunch, the new trio was titled The Star Wars Trilogy Special Edition and given the tag line Join the Celebration! Back on The Big Screen! (Lucasfilm Ltd , 2004). Although the average American has seen the film many times, US posters used the phrase See It For The First Time. (Duncan, 1997:16) Working with Lucasfilm, Fox marketers have approached Star Wars in terms of raising the consciousness of an existing, long-lasting brand name. The important thing was that we were not bringing a new film out says Jim Gianopulos, president of 20th Century Fox International. We didnt have to raise awareness. In 1996, before the release, Star Wars merchandising held the number two sales spot. (Smith, 2002:35) Star Wars action figures were the biggest selling toy after Barbie and has made more than $3 billion since the release of the film in 1977 twice the amount the franchise itself has earned. The unprecedented $2 billion tie-in with PepsiCo that was struck in May 1996, became the cornerstone to promoting Star Wars as a brand name again. (Duncan, 1997:16) During the latter part of the decade, intoxicated by the success of Jaws and Star Wars, Hollywood developed a blockbuster complex. The following table depicts franchise films originating in the 1970s. (Block and Wilson, 2010:533) Equivalent 2005 $s in Millions of $s Rank Franchise Number of Films in Franchise All-Release Worldwide Box Office 1 Star Wars 6 $6,872.9 2 Jaws 4 $2,238.9 3 Rocky 6 $2,060.6 4 Superman 5 $1,797.0 5 The Godfather 5 $1,139.2 The event movies, franchise films, and instant blockbusters that drove the box office of the 1980s became more expensive, more high-tech, and more international in the 1990s, although the profits became even harder to realise. By the early 1990s, sophisticated marketing techniques such as advertising testing, the use of the internet and product placement in films, became firmly rooted in the business. As production and marketing costs soared, more and more movies opened with huge grosses only to fade after the first weekend, replaced by another movie the following weekend. Nobody could predict that in a summer packed with big-budget mainstream studio fare like Star Wars: The Phantom Menace (Lucas, 1999) and Wild Wild West (Sonnenfeld, 1999), Artisan studio would score the most stunning coup in recent times by propelling Blair Witch Project, a grainy, low-tech documentary, to $250 million at the box office worldwide. (Marich,2009:96) Interestingly, the writers of the film spent less than $100,000 to make and present it in documentary style. As a result, with sequels, videos and licensed merchandise, it became the most profitable low-budget films in cinema history, as depicted in the following table. (Block, 2010:520) Top 5 Blockbuster Movies Lowest Production Cost versus Highest Revenue All-Release Domestic Box Office, 1960-2009 Equivalent 2005 $s in Millions of $s Rank Film Initial Release Domestic Box Office Production Cost 1 The Blair Witch Project 1999 $177.3 $.04 2 Easy Rider 1969 $191.7 $1.9 3 American Graffiti 1973 $402.0 $3.30 4 Psycho 1960 $209.9 $5.3 5 My Big Fat Greek Wedding 2002 $266.4 $5.4 Thanks to a revolutionary use of the internet and word-of-mouth, the movie stood out amongst the onslaught of $200 million movies with corporate tie-in partners and $50 million advertising budgets. Bound by a small marketing budget, the internet proved to be the one outlet where the money spent paid off in spades. The Web completely levels the playing field; you cant out-spend somebody on the Web the Artisans studio marketing head, John Hegeman said. Its against the grain of every other media; you create a message and give it time to breathe. If the environment is interesting, you can hold onto the fan base longer, as opposed to a 30-second ad thats here and gone. For us, it was the most important and impactful delivery mechanism (Hegeman, cited in Stanley, 1999) Co-director of the movie, Eduardo Sanchez, created the Blair Witch Project website to outline the story of the Blair Witch and lure potential investors- before the screenplay had even been written. He also planted a false information that the murders shown on-screen were real, not staged by film makers. Of course the events depicted in the movies were not real, but the controversy they caused helped boost interest and ticket sales. Rather than posting a typical promotional movie site with Shockwave presentations, cute screen savers, a few trailers, and an opening date, Sanchez created a Web site that is an extension of the movie rather than just an online advertisement. In addition, just before the general release of the film, The Science-Fiction Channel aired a mockumentary, Curse of the Blair Witch (Sanchez, 1999b), which, supposedly, investigated the legend behind the movie. The program contains actual interviews of relatives and friends of the three main characters. (Sanchez, 1999b) Since the whole legend was fictional, including the myth of the missing students, the program can be treated as another marketing mechanism for the film. Despite this, it gives more background information on the legend that is hinted at in the film. Then, at the Cannes Film Festival, the producers distribute flyers containing information about the cast. The missing posters of the actors of the film were also put up. These marketing strategies and also the authentic feel of the movie made many viewers believe that the whole documentary was real, even though the film was listed in the fiction category. This decade also saw industry consolidation accelerate. By the end of the 1990s, bigger companies dominated the entertainment industry and companies such as News Corporation (20th Century-Fox and Fox Broadcasting), Time Warner (Warner Bros. and New Line Cinema), and Viacom (Paramount, Blockbuster Video, and CBS) were changing the dynamics of ownership. (Bakker, 2008:122) Studios were no longer part of companies focused primarily on movies and TV shows. These companies ushered in an era of more intense research, which was conducted at a higher cost. Everything was tested, from story concepts to TV commercials. These companies were also able to raise vast pools of funds from investors both in United States and around the world. Movies were still shown on film, but there were signs that the end of the celluloid era was upon us as movies entered the electronic age. Digital technology was used first to store information, then to edit movies and TV shows, and later as a tool in special effects, leading ultimately to the beginning of digital cinema, which would transform production, distribution, and exhibition. At the same time the internet gave easy access to an abundance of information and fast communication. When in 1993 only 1.3 million people used the Internet, by the year 2000, over 300 million people had access. (Bordwell, 2003:274) Soon after, the DVD was introduced as a digital consumer entertainment format and seemed likely to replace videotape. However, mainly due to evolving technology, the U.S film industry faced many new difficulties as a new century dawned. Film piracy exploded, thanks to digital copying and internet access. Also box-office revenues swelled due to increased ticket prices as supposed to larger audiences. In real terms, theatres were earning less from tickets sales that they had in the 1980s. (Stringer, 2003) In the meantime, the costs of film making and marketing were rising faster than the income. Nonetheless, theatrical motion pictures remained central ingredients in the media mix. Films spawned television series, video games, comic books and other merchandise material. The press tracked top-grossing films as if they were a sports team. The industry might have been riddled with economic problems, but film was securely at the centre of Americas and the worlds popular culture. Bibliography draft: Bakker, George (2008) Entertainment Industrialised. The Emergence of the International Film Industry, 1890-1940, University Press, Cambridge. Bassom, David (1999) Star Maker, StarBust, May 1999, pp. 40-45. Bhuvaneshwari (2005) Star Wars: A Star Brand, IBSCDC, May 2005, pp. 1-8. Block, Alex Ben and Lucy Autrey Wilson (2010) Blockbusting, HarperCollins Publishers Inc., New York. 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