Take a moment and think about going to the movies, specifically what this real process involves and what information you need to know to start the process. The awareness that the movie you can interest is playing in cinemas is the most important step. You are reading this web site you probably already know that, say, "28 years later" opens this weekendBut for a more common movie player, watching a trailer in theaters, the internet or on television is crucial. Most cinema-cold China has an advanced ticket system where you can buy and book seats online, but even this system is still the first-servic, first served (do you have your tickets for "Superman" Still?). And, some local theaters may still require you to arrive before showing time to make sure you do not sell. After all, this is summer, which is the season of big blockbuster movies, as everyone knows.

Would you believe that all aspects of the movement mentioned in the above view are a direct result of the success of "jaws?" Strange, but true. The movie Steven Spielberg, who is Celebrating its 50th anniversary this weekunwilling to become Film with the watershed for the entire film industry After the publication in June 1975. As with the highlights in history, the moving revolution that the "jaws" engaged in the spectrum and not only attributed to the "jaws" in itself. Previous successful releases such as "Godfather" in 1972 and the 1973 "exorcist" helped the "Pump for Blockbuster Madness" that soon engulfed the world, and Hollywood studios have been researching alternative marketing and advertising methods for a long time before the TV.

However, there is no doubt that the way the films were released in front of the "jaws" and after two different things, and the film is a clear point of transfer between approaches. Although we are used to moving things quite quickly in the 21st century - especially about trends in cinema and fun - it's wild to look back for 50 years and realize that a movie is responsible for a change that, thanks to its success and lasting heritage, allows us to feel its influence.

It is wrong to say that the films were not advertised before the "jaws". After all, the concept of the movie trailer is almost old as the cinema itself. However, there is a pronounced difference between the way the films are published in front of the "jaws" and after. According to Robert Levin, who worked in film marketing in various major studios throughout his career, this difference lies in the difference between publicity and marketing. How Levin said during an interview with Frontline in 2001The Universal decision made to rely on TV advertising for "jaws" helped make this change in access:

"... Studies are more and more dumped with the power of television to open multiple screens, more theaters. quantities.

The Strategy of Universal for advertising "Jaws" on TV was not as bulky as the average media shopping media is these days. The studio flooded the nets with places just a few nights during the championship before the film opened on June 20th, and the consensus seems to have directly contributed directly to the mass treasurer of the film. Of course, other factors should be involved in that-the popularity of the original novel by Peter Bankley and the excitement of the word of the mouth surrounding the film are significant contributors. But the directors noticed particularly about how the awareness of the "jaws" was assisted enormously by the marketing campaign, and soon, it was not only the big Tentpole films advertised on Primetime television, but also for every edition of the main studio. It is an approach that has developed just as the television itself has expanded into the era of the cable, providing more opportunities for ads across many channels.

When Peter Guber, producer of "Purple Purple", "Batman", "Air" and many other films, spoke with Frontline about the influence of "jaws", he mentioned the importance of marketing in connection with the broadcasting strategy of the film:

"These wide editions, these huge spending of prints and advertising in publicity and marketing costs and expenses. They would create this huge swelling of intensity that would create a Garging Treasurer from the beginning."

Guber's point on the relationship between advertising and posting itself is well downloaded, as all the marketing in the world will not pay off if mental audiences cannot find a way to see the film. Therefore, an even greater change that the release of the "jaws" brought the way the films are released is the decision of Universal to open the film as wide as possible on the same date. This sounds default for each born after 1975, but believe me or not, most films were released more similar to today's "Limited Edition" schedule, where the film would play for several months in just one place (usually a big city) before moving to other locations, and then ends up in second and third theaters in more rural areas.

Following the success of the announcement of "Godfather", which broke this mold, Universal decided to open the "jaws" on about 400 screens with unusual, and in just 78 days the film exceeded Mafia film by Francis Ford Coppola In cashier's accounts. Levin, echoing Guber's statement, explained how this dual marketing strategy and broad edition, but secured a victory:

"The concept was that instead of going out into a few theaters in a city and then spreading more and more, if you went and advertised a movie on network television and successfully interested the audience in that film, you can open yourself anywhere at the same time."

The other most influential aspect of the announcement of the "jaws" is his timing. Before the "jaws", the summer season was considered a dead cinema zone due to a simple problem: lack of air conditioning in theaters. When that problem began to solve in the late 60s and 1970s, the audience began to watch cinemas not as a place to escape, but to escape. As such, it has proven that the theaters have the potential to become a draw during the hottest months of the year, and the "jaws" and his summer placement were like catnip. Thus, other studios and other major releases were born, and a blockbuster film and summer film season were born.

Despite all this, Jaws did one more thing to influence how movies are being released today, and that is to demonstrate how much the film can be valued when viewed with packaged audiences. Maybe we have more options for watching movies today than we once have, but there is still nothing that can beat the communal clock experience on a great movie, just as there are not many films that can beat the "jaws".