Section 3: Hollywood Cinema

Chapter 11: Classic Hollywood, 1930–1960

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Traffic Winding Through Monument Valley with Left and Right Mitten Rock Formations in the "Background – Arizona, courtesy of Shutterstock

SUGGESTED RESOURCES

The following resources will help develop your knowledge about a variety of classic Hollywood films as well as the Studio System: 

  • The You Must Remember This podcast (http://www.youmustrememberthispodcast.com/) by Karina Longworth is an invaluable resource of meticulously researched accounts of Hollywood history, told in a gripping style. Subjects cover the period of the Hollywood blacklist, case studies on stars such as Jane Fonda and Jean Seberg, as well as an account of the Manson murders.

Case Study: Humphrey Bogart

How can a man so ugly be so handsome? (Märta Torén to Bogart in the film noir, Sirocco, 1951).

Bogart’s first major roles were as a contract player at Warners, where he appeared in many gangster films playing cruel and ruthless criminals, these included:

  • Bullets or Ballots (1936),
  • San Quentin (1937),
  • Dead End (1937),
  • Angels with Dirty Faces (1938),
  • The Roaring Twenties (1939).

Bogart was never the lead in these films, playing supporting roles to James Cagney, Edward G. Robinson, and George Raft. The Bogart star persona only developed in the 1940s with his ‘good/bad’ roles in thrillers and film noir:

  • High Sierra (1941),
  • The Maltese Falcon (1941),
  • Casablanca (1942),
  • To Have and Have Not (1944),
  • The Big Sleep (1946).

In the final years of his career, Bogart played roles that seemed to analyse the divided personality of his earlier roles, these included:

  • The Treasure of the Sierra Madre (1948),
  • In a Lonely Place (1950),
  • The Caine Mutiny (1954).

How to deconstruct the Bogart persona?

 

Bogart’s persona can be seen to represent a shift in style and tone in Hollywood cinema from the relatively clear-cut good hero and bad villain to a new confused (and confusing) type – half-good, half-bad. The development of this persona is first apparent in the private detective films and film noir, and then in his role in wartime dramas. Throughout these roles, Bogart retains a continuity of voice, gesture, movement, costume, and worldview. This included the gravelly voice, the trench coat, and sentimental sarcasm.

There are certain gestures that can be detected across his performances – cupping of a cigarette, the lisp, the squint, the grimace. Put together, these gestures and performance suggest the contradictory aspects of Bogart’s persona, which can be seen in the roles he plays and suggest the reason he became a star.

To sum up, the persona can be read as distant but tender, cruel but thoughtful, calm and passionate, but weakness must never show. Star images such as Bogart’s can be seen to have an ideological function through the meanings they embody about cultural values and gender. If we compare Bogart to contemporary male stars like Dwayne Johnson, Jason Statham, and Brad Pitt, we can see a range of different ideas about masculinity in our culture, suggesting the difference between the 1940s and today.

Bogart’s persona has been particularly enduring and he was taken up by the counter-culture in the 1960s, when he seemed to represent the atmosphere of pessimism and cynicism while retaining honour and integrity – aspects which are apparent in Godard’s homage to Bogart in Breathless (1959).

Case Study: Vertigo (Hitchcock, 1957, USA)

 

Vertigo is one of the most admired films in cinema history made by an undisputed auteur; a director whose achievements as an artist have been compared to Shakespeare’s.

Some evidence of the status of the film and director:

  • In 1954, Cahiers du Cinéma (the film journal where Truffaut, Godard, et al. developed la politique des auteurs) was devoted to the career of Hitchcock.
  • For Andrew Sarris (1968), American translator of la politique des auteurs, Hitchcock belonged in the Pantheon – the highest category reserved for the very few great directors.
  • A poll conducted by Sight and Sound (2002) critics voted Vertigo the second greatest film of all time (Citizen Kane was first). In the same poll, Hitchcock was voted the second greatest film director (beaten by Orson Welles).
  • In his analysis of Hitchcock’s films, Robin Wood claimed; ‘Vertigo seems to me Hitchcock’s masterpiece to date, and one of the four or five most profound and beautiful films the cinema has yet given us’ (1965, 77).

Activity

  • Consider and discuss with others, if possible, what effect this weight of critical approval has on your expectations of the film.

It is important to remember:

  • The initial reception of Vertigo was not so affirmative; even positive reviews saw the film as a prestigious, star-led thriller, rather than a work of art.
  • The context of auteur theory has been widely attacked; this would question the validity of the concept of Hitchcock as great director.

Robin Wood argues that Hitchcock should be taken seriously as an artist because of the ‘thematic and formal unity’ evident in his work – nowhere more so than in Vertigo.

Warren Buckland (1998) summarises the key features of Hitchcock as an auteur:

  • The narrative is based around an investigation. This is either by the hero into a suspected crime or the hero is himself being investigated.
  • The structure of the investigation leads to other themes:
    • confession and guilt,
    • suspense,
    • the perfect murder,
    • the wrong man.
  • These themes are explored through a distinctive visual style which includes:
  • emphasis on editing and montage,
  • a high number of point of view shots,
  • shooting in a confined space.

Identification and point of view

 

The success of Hitchcock’s films is reliant on the careful manipulation of spectator response; one of the techniques used to affect this is identification with character. In film, identification with character is created in a number of ways:

  • through creating sympathy with characters, an emotional identification which allows us to empathise with the character; 
  • through an ‘intellectual identification’ where the audience has the same information as the characters; 

through point of view shots, which although rarely used, can place the spectator in the character’s position.

Activity

  • Watch the sequence where Scottie is following Madeleine through San Francisco at the beginning of his investigation.
  • How are the different techniques of constructing identification evident in Vertigo?

A world of chaos and disorder

Hitchcock’s films represent a world in chaos with no structure or rational order. This is an unstable place with no God, and a frightening unpredictable place where things happen by chance and without explanation, whether you are a good or bad person. You might be killed in the shower, attacked by birds, mistaken for a spy or murderer, your favourite uncle may turn out to be a murderer, or you may find the woman you are in love with doesn’t exist.

Activity

  • Read the definitions of Hitchcock as an auteur. How can Vertigo be defined as a Hitchcock film? Give evidence of specific themes and use of film language.

Key Terms

Theme and Form – The idea that there is a link between theme and form has traditionally been one of the definitions of great art. In film, this concept suggests that the form – narrative structure, shots, editing etc. – is not just there to deliver the themes but has meaning in itself. For example, one of the characteristics of Hitchcock’s style is his use of camera almost as another character in the film. In the opening of Psycho (1960), the camera seems to consider other windows before going through the motel window where Marion Crane is laying on the bed; in the first scene of Rear Window (1953), the camera looks around Jeff’s room while he sleeps. In both cases, this spying on characters, who do not know that we are there, is part of the theme of the film – the pleasure of voyeurism.

Activity

Vertigo was criticised on release because of the implausible plot and its failure to conform to conventional narrative and genre expectations (Hitchcock was often referred to as ‘the Master of Suspense’ in publicity material).

  • Can you apply the narrative theories of Todorov, Propp, and Lévi-Strauss to Vertigo? Which aspects of the theories are applicable?
  • Does Vertigo conform to a classic narrative structure?

Activity

Vertigo is usually defined as a thriller, a genre structured around creating suspense for the audience.

  • At what stage is information revealed to the audience? Do we gain information at the same time as Scottie?
  • How does this affect the construction of suspense in the film?
  • How does Vertigo conform to and subvert the conventions of genre?

In analysing narrative and genre in Vertigo, remember:

  • Vertigo opens in disruption – rather than equilibrium – with the race across the rooftops and the death of the policeman. At the end of the chase, Scottie is left hanging from the roof by his fingertips and a reverse zoom shot visually represents his fear of falling – the vertigo of the title.
  • It is not clear how Scottie is rescued from the rooftop and this has become the focus of much analysis of the film. For some critics, it is an example of Hitchcock’s playful attitude to the details of plot (there is a very similar incident at the end of North by Northwest (1958)). Others have read it as much more symbolic: Scottie remains hanging, unable to move throughout the film, never the one to take action, he is always propelled by more powerful characters.
  • Vertigo ‘breaks’ the rules of the thriller genre by destroying the suspense and solving the puzzle two-thirds of the way into the film. This is a very disorientating experience for the audience, as we no longer have our narrative and genre expectations to guide and reassure us. A similar effect is created in Psycho when the central character, the one who the audience identifies with, is murdered in the shower.

Activity

  • If Vertigo does not conform to the conventions of genre, why do you think Hitchcock chose to work in that genre?
  • What themes are associated with the thriller? How do these link with the themes of Vertigo?
  • If possible, discuss your ideas with others.

References

Buckland, W. 1998. ‘Film Authorship: The Director as Auteur’. In Teach Yourself Film Studies. London: Hodder and Stoughton.
Wood, R. 1965. Hitchcock’s Films. New York: A.S. Barnes.

Chapter 12: New Hollywood, 1961–1990

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The world famous landmark Hollywood Sign on 24 September 2012 in Los Angeles, California, courtesy of Shutterstock

Case Study: Apocalypse Now (Francis Ford Coppola, 1979, USA)

This film is heavily indebted to Joseph Conrad’s novella Heart of Darkness, and there are a series of other important literary references. Kurtz (Marlon Brando), the US army officer who has gone rogue and set himself up as a small-time, ultra-authoritarian dictator deep inside South East Asia, quotes lines from poetry by T.S. Eliot – The Love Song of J. Alfred Prufrock and The Hollow Men. James Frazer’s The Golden Bough: A Study in Comparative Religion, used by Eliot when he was writing his most famous long poem, The Waste Land, is on the bedside table during the opening to the film. But, the most interesting aspect of this film is the way in which it offers, just four years after the fall of Saigon, a complex set of responses to the American experience of the Vietnam War (1955–1975). 

In Conrad’s book, the narrator, Marlow, takes the reader ever deeper into the world of the late nineteenth-century European colonial enterprise, on a journey that operates as a metaphor for an examination of the (dark) heart of man. In Apocalypse Now, we follow our narrator, Willard (Martin Sheen), a US special operations officer as he tracks down Kurtz. In a parallel to the book, Willard takes us into the dark heart of the American imperialist venture in Vietnam and Cambodia. Both the novella and the film move towards their culmination in the final words of Kurtz, ‘The horror, the horror’, and both abandon the reader/audience to their own devices to decide the significance (if any) of these words (White 2009, 184).

Activity

  • Analyse the opening eight minutes to Apocalypse Now. Try to do this with other people so that you can have one person paying special attention to each of the main elements of film form – mise en scène, cinematography, editing, and sound – with someone else paying particular attention to performance and another person making notes about the script.
  • What are the main connotations attaching to each of the images we see?
  • How does this opening set up the rest of the film for the viewer?

Film as a reflection of the state of the country

This film is a reflection of complex contradictions found in the USA in the period, and not simply, as some commentators have suggested, a condemnation of the war. In its bold approach, it embodies the emergence into the cultural arena of the confidence of a younger generation taking on the perceived failings of their parents. It attempts to confront the arrogance of US foreign policy and yet remains firmly and confidently US-centred in its offering of solutions. The sequence showing Kilgore’s attack on the Vietnamese village is entirely conventional in Hollywood terms in its use of sound and cinematography to engender an atmosphere of gung-ho excitement; and yet it also employs the powerful juxtaposition of the cut to the peace, tranquillity, and innocence of the village that is about to be attacked. We are given a full-on Hollywood experience only to end in the shadows of a cave with a madman searching for truth in an insane world (‘Horror has a face and you must make a friend of horror’; ’To kill without judgement because it is judgement that defeats us’). It is not just that war is pointless and inhumane (and yet horribly human), but that there is something sick at the very heart of man; and this evil cannot be escaped but only faced and accepted (White 2009, 188).

Activity

  • Compare the opening to Apocalypse Now with the opening to Casablanca (Curtiz, 1942).
  • How would you characterise the differences between the two openings?
  • Try to list the differences in detail, matching one element of one opening to a similar (or contrastingly different) element within the other opening.
  • What do these differences tell you about the differences between the United States in the early 1940s and the late 1970s?

References

White, J., 2009. ‘Apocalypse Now (1979)’. In J. White and S. Haenni (eds), Fifty Key American Films. London: Routledge.

Chapter 13: Contemporary American cinema

Image of the marquee of The Eqyptian Theater

Park City, Utah: Egyptian theatre which is one of many theatres in Park City showing Sundance Film Festival movies, courtesy of Shutterstock

The economics of independent film

Here we examine the economics of independent films to predict what profit you could expect from investing in an independent film. This will involve understanding:

  • how box office receipts are shared,
  • the importance of the international film market,
  • what a ‘no budget’ film actually costs,
  • current market conditions – studio affiliates, international partnerships.

Theoretical Case Study

 

(Adapted from James Schamus, ‘To the Rear of the Back End: The Economics of Independent Cinema’, in S. Neale and M. Smith (eds),. Contemporary Hollywood Cinema. London: Routledge, 1998)

It is difficult to make a profit from any film due to the problems of firstly predicting success and then sharing the money with many different investors.

If a $1m film makes $10m at the box office, $10m is the gross profit (and this would represent a very successful independent film). The gross will be divided (mostly) between exhibitors (cinemas) and producers. The money the producer receives after the exhibitor has taken their share is called the rentals.

Before the division of the gross, exhibitors claim their costs and overheads, which is often over $5,000 per week. Even blockbusters do not guarantee a profitable return for exhibitors – cinemas make money through popcorn, coke etc. rather than ticket sales.

Then the producers share the remainder (between 30 per cent and 50 per cent depending on whether it is an independent or a major) with the distributor. Distribution deals can be very complicated and differ between countries but a standard distribution deal would include a fee of a fixed percentage (often 30 per cent) of the rentals (not box office). This is done as an incentive for the distributor to do a good job in marketing the film. In addition to this fee, the distributor also has their prints and advertising costs (P&A) reimbursed.

So, of the $10m collected at the box office, the independent producer may be sharing around $4m (money left after exhibitor’s share) with the distributor and must also pay for the cost of prints and advertising (P&A). This means, if the distribution fee was $1.33m and the prints and advertising cost $3m, the independent producer would end up making a loss.

The money left after all of these payments is the net profit (or loss), and, if it is a profit, the producer retains 100 per cent. However, from this, the producer may be paying profit participation to director, star, writer, and financiers. This is a form of deferred payment: if the film makes money, those with a profit participation deal get a share of the profits. It is a type of deal often used by independent producers to secure stars for less than their usual fee.

Independent films and profits

 

Looking at these figures – and this imaginary film is a successful one – it is difficult to understand how independent films ever get made. For Hollywood films, money is made from what is known as the ‘back end’: these are all the deals that are made for the film after it has been shown in cinemas. These include television, DVD, computer games, merchandising etc. However, these opportunities are not really available to independent films due to their style and subject matter.

Independent producers do not expect to make a profit at the box office but instead through the deal made at the ‘front end’: this is the amount of money distributors around the world agree to pay the producer for the right to distribute the film. The return for the distributors comes – hopefully – in a share of the rentals (see above). Independent films are often financed through distribution money, in other words, distributors pay for the rights to a film before it is made. Although this sounds an illogical way of funding a film, it is a practical approach – one of the main problems facing the British film industry is that films are made which then have no distribution.

If an independent film has been produced without a ‘front end’ distribution deal, then it could be sold at one of the many film festivals. There are though hidden costs in taking a film to a festival and these have to be paid by the producer.

Image of the marquee of The Eqyptian Theater

Park City, Utah: Egyptian theatre which is one of many theatres in Park City showing Sundance Film Festival movies, courtesy of Shutterstock

The problem of festivals for independent films

 

In order to attend a festival, there are likely to be the following costs:

  • development of prints,
  • creation of subtitles (if needed),
  • shipping and customs charges,
  • hotel, flights, food and drink,
  • press packets and stills,
  • publicist (office, assistant),
  • after-screening party,
  • entertainment,
  • advertising screenings.

Therefore, even a micro-budget film costs far more in real terms than the apparent budget.

Activity

You are a first-time film director who is passionate about an idea for a film. You want to make the film independently so that you can have greater artistic freedom.

  • Write a synopsis of your film (maximum of 200 words).
  • What ideas do you have for the film language and overall visual style of the film?
  • Identify the elements which make it characteristic of independent film – think about narrative, themes, and character.

To be able to proceed with filming you need a producer to raise the money and to find a distributor. To interest a producer, you need to prepare a pitch. A pitch is a short, snappy overview of the film that should grab the listener’s attention and give them an immediate idea of what the film will be like. A pitch should emphasise the sellable aspects – even in the independent sector – of the film and refer to other films that are similar to it. To prepare for writing your own pitch, write some for existing independent films.

As the distributor of the film, you need to design a campaign that will address the target audience for independent cinema, but also reach new audiences. As part of the planning for the marketing campaign, the distributor needs to consider:

  • The budget of the film (this will indicate how much should be spent on the campaign).
  • The primary audience – age, gender, class, education etc.
  • What other films do the audience like?
  • What other media do the audience use?
  • Who is the secondary audience?
  • What are the marketable aspects of the film? Does it have an unusual plot line? Does the director have an inspirational story about the making of the film?

In terms of creating awareness, the distributor needs to think of original and economic ways to attract the audience, perhaps through the use of new technology as well as more traditional methods.

Outline your ideas for the distribution campaign including identification of the audience and the different types of marketing techniques you will use. You need to include:

  • the use of at least three different types of media,
  • a timescale of how the campaign will develop before release.

Remember, the campaign will have limited funds and you want to try and retain as much profit from the rentals as possible. You will need to think about free promotion as well as paid for publicity. Once you have completed your campaign plan, write a report which explains how:

  • the campaign will reach the target audience,
  • the campaign will create excitement and word of mouth,
  • free forms of promotion have been used effectively,
  • new technology has been used effectively.