Portal de Periódicos da CAPES

PRODUCT DIFFERENTIATION AT THE MOVIES: HOLLYWOOD, 1946 TO 1965

2002; Cambridge University Press; Volume: 62; Issue: 03 Linguagem: Inglês

10.1017/s0022050702001043

1471-6372

John Sedgwick,

Cinema and Media Studies

In the post–Second World War period the floor fell out of the market for films in the United States. However, while the average revenue of films fell, the "hit" end of the market sustained itself. The growing inequality in the distribution of revenues meant that the risks associated with high-budget productions could no longer be balanced against the steady earnings of medium-budget films. During the 1950s the "majors" all became distributor–financiers as they reduced their exposure to the risks associated with film production. In doing this they retained their dominant position in the industry.