The contemporary Hollywood blockbuster is not so much a film as a dev

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“ I like ideas, especially movie ideas, that you can hold in your hand. If a person can tell me the idea in twenty-five words or less, its going to make a pretty good movie.” Steven Spielberg.’

For this essay I intend to discuss how Hollywood as an industry has used the marketing strategies of blockbuster films to significant advantage in film merchandising. Along with the use of mass merchandising as a form of marketing films, with the hope of creating awareness among the public.
As merchandising has become one of the most lucrative ‘arenas’ for Hollywood Studios to earn a profit. Many blockbuster films today come with novelisations of the films story to toy action figures. This is because the contemporary Hollywood blockbusters, in
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The book turned into a huge success, and spent nine months on the New York Times bestseller list. The book created a high level of anticipation for the film, which was released the following Christmas. The horror film The Omen (1976) further demonstrated the power of novelisations. The book sold over 3 million paperback copies of the book during the release of the film.
On a much grander scale, The Great Gatsby(1974) which was produced by Robert Evans at Paramount Studios had a revolutionary merchandising campaign. Robert Evans and Paramount’s then Promotions director Charles O. Glenn assembled a product tie-in scheme valued at $6million. The purpose of this scheme was to create ‘a third level of awareness’ for the film. To keep with the emphasis of the film, four brands where selected to represent the style and romance of the movie. These where Ballantine’s Scotch, Glemby hairstyling studios, Robert Bruce’s men’s sportswear, and du Pont’s ‘classic white’ line in cookware. Thou this merchandising campaign was revolutionary, F. Scott Fitzgerald’s daughter complained that “you have turned The Great Gatsby into pots and pans,” Paramount was able to emtablish the nostalgic, romantic image of the film, as evidenced by the strong exhibitor advances, through these extensive promotions.
Two years after the release of the Great Gatsby, Paramount studios mounted an even more involved merchandising campaign for its film King Kong. A film that is very similar…