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PostPosted: Wed Sep 18, 2019 10:18 am 
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MPAA Rebrands to Reflect International Monicker

Following in the footsteps of other Hollywood icons like Marion Morrison (John Wayne) and Arthur Geline (Tab Hunter), the Motion Picture Association of America has changed its name.

Saying it better reflects its worldwide advocacy for content producers and distributors, MPAA has dropped the "America" to square with its branding internationally.

https://www.broadcastingcable.com/news/ ... l-monicker


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PostPosted: Wed Sep 18, 2019 3:14 pm 
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This is no shock ... just about every American Hollywood film probably makes more in international gross from China and other countries than it gets in box office from the domestic U.S. market.

Post globalization of our media, it's as debatable to call Hollywood "American" as to call Bollywood "Indian". In fact, as some critics have noted, many Hollywood films are actually written and scripted in such a way as making sure they are comprehensible to a Chinese and global/international audience (with dubbing or subtitles) as much as they are to an American one.

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PostPosted: Thu Sep 19, 2019 2:04 pm 
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Yup, the overseas gross drives the market. Tail wags dog. It doesn't get green-lighted by a major studio if it looks too complicated to play well in totally alien cultures like China. Doesn't mean it won't ever be made at all, but it does mean that it's made on spec with the hope that some distributor will see a profit in it later. Huge crap shoot.

This means that most of the big studio flicks are popcorners, with simple linear stories, no complex characters, and preferably in established genres or franchises. That is both good and bad. I like entertaining movies as much as anyone. Hollywood, Bollywood, etc excel at these.

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The MPAA renaming sounds like one of those branding things that are so in vogue right now. It was always international, but now it matters that the "brand" is clear everywhere. It's a Thing. Everything has to be a brand. One can be sure that this change followed a large number of meetings, and likely the hiring of an expensive consulting firm. Now it's time for the PR people to do what they do.

We're going through the same thing with a client. They are rebranding. They think it will bring in young audiences. It won't. Outreach to universities will, and they're already doing that. The students sit up in the balcony, so you don't see them, but they're there.

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PostPosted: Thu Sep 19, 2019 5:55 pm 
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I remember George Gerbner once talked about how people complain American movies are so violent.

As he pointed out, action and violence is easy to understand in any culture, regardless of language, as little dialogue is needed. Gunshots and explosions translate easily. It's globalization driving this.

This is actually the main reason why so many films like that are greenlighted. Action and violence translate easily, even if a little bit of dialogue needs to be subtitled or dubbed. Audiences in any global situation can understand....

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