Jiggy Jenkins

I found the peice very interesting and insightful to the nature of our film and culture. We are so ingrained in our culture, especially now, that films are more horizontally marketed than ever. Films such as Spiderman, Batman and Superman cross over to television programs and also into toys and products. Creating a film in this age is more than just a script, its a whole product line. One may argue that this pressure to create branded films has changed the way Hollywood produces them. The money that is spend to market a "big budget" film is for greater because of the potential for cross over success. Money being made by soundtracks, toys and games can sometimes double the revenue of any given film. This can also be seen in music were many artists make as much money off merchandice than they do on records. The film world today is tightly nit into our greater culture, going hand and hand. We progress as a culture through our films and the progress our social movements can also be seen. It is important to understand that film is a medium that can reach millions and often changes the social landscape leading to a hightened awearness of issues. The tool of film is often used always used to make money but the after affects can serve as a greater device for social change.