The Contemporary American International Film Industry

The Americanization of many foreign countries has put the American film industry on top. The popular culture of America is a powerful influence across the globe shaping attitudes, trends and styles (Washington Post, 1998). The need for American entertainment helps steer the American culture, by only encouraging projects that will sell over seas.

Last year in the movie industry, American film makers took in 5.85 billion dollars at the foreign box office, and growth is estimated to climb at a rate of about six or seven percent annually (Washington Post, 1998). Helping this success is that the English language has a massive share of the market. American actors play a big part in the popularity of movies abroad. For example Leonardo DiCaprio's movie "Titanic" brought in 600 million in the states, which was a record, while earning 1.2 billion over seas (Washington Post, 1998).

The International Format

Some people might ask why the U.S. makes so many action films. The global market drives this. Films with big name action stars will be a big hit abroad. Some action movies such as "Armageddon" will spend money to get asteroid shots from Morocco (Washington Post, 1998). Also foreign distributors do not want to show movies that focus on African Americans or films that focus on women. Robert Ashford Operations and Administrative assistant for the Toronto International film festival, contacted by e-mail states: "The reason for this is that the African American man does not lead their life the same way that a black man would in the U.K., nor France or anywhere for that matter. They all have their own way of living, and that the content of a film with an African American cast, can't fully be grasped by Haitian in Paris, or a person of Aboriginal decent living in Australia, or a Trinidadian or Jamaican in London. Their way of living is quit different from that of an African American, thus the cross section just isn't there" (R. Ashford, personal communication, November 30, 1998).

The view on women in the movies is almost the same. Women in America may be seen differently than women abroad. A Female centered comedy in America may be really funny, but the same humor in Spain, or Australia may be different where men and women are thought of differently. "Unfortunately" said Andrew Vajna, the producer of Crimson Tide and Evita, "there are no black actors today that mean anything to the foreign market (Washington Post, 1998). The global market will not watch what they don't want to see. “Other movies that will do well in the international market are; Special effects movies that can be seen by children as well as adults, such as Jurassic Park, or Toy Story. Wide appeal love stories of epic variety e.g. Love Story, The English Patient, and Titanic (R. Ashland, personal communication, November 30, 1998)

Tom Gitlen sociology professor at New York University says: "American based studios are making stuff for the global market, and the stuff is dumbed down" (Washington Post, 1998) As far as the making of Friday The 13th ten different times, producers will keep making the movie as long as it sells, just like any other product.

Back to the Movie Stars

Even the stars that have burnt out in the states will sell movies over seas. These are B-grade stars that still have many fans over seas. Of course the A-grade stars will still have the same impact abroad as they always do. The Washington Post goes on to list the American stars with the most "star power." Tops on the list is Tom Cruise scoring a perfect 100, close behind is Harrison Ford, with a score of 99. Mel Gibson, Tom Hanks, and Brad Pitt are all not far off (Washington Post, 1998). Only two women were listed with great "star power", Jodie Foster and Julia Roberts.

The Hollywood Machine

Still what else makes American films so popular abroad? Robert Ashford gives four reasons. First, "American idealism and the "American dream", as well as the "Hollywood ideal." Movie buffs abroad still hold that America is the land of the plenty, and associate Hollywood with glamour writes R. Ashford. Second, he continues, "The industry still tries to produce films that will appeal to a cross section of audiences. Thus, the films will attract a large audience and reap in large box office benefits” (R. Ashford, personal communication, November 30, 1998). Third, The huge public relations machine that is Hollywood. The large amount of talk shows, and magazines that these companies have to establish interviews with their stars. The media outlet plays a big role in America. Ashford asserts, “For example, the U.K. or France only have a hand full of channels so, they can't hype up someone or something to the level that it can achieve with the `Hollywood Machine'” (personal communication, November 30, 1998). Finally, The fact that all the studios and distribution companies are linked together. “The acquisition of these companies by larger ones such as Miramax, now owned by Disney, and Newline owned by Time Warner, just adds to the power of the market: acquire and distribute” (R. Ashford, personal communication, November 30, 1998).

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