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For now, the American box office is ringing. This is thanks to the super heroes of "Avengers: Infinity War" and "The Incredibles 2" from Pixar that a record $ 3.3 billion was raised in the second quarter of the year. year. With 22% more than last year, it is the best three – month piece of all time from April to June.
Still, the question that is newer is that cinema is dying – under the growing threat of video-on-demand (VoD) services like Netflix or Amazon, the big rivals of the traditional Hollywood film factory?
The streaming revolves around Hollywood
"The disappearance of cinema has been recurrent for many years predicted," says American film expert Jason Squire, professor at the USC School of Cinematic Arts of California. It was decades ago with the introduction of the video recorder, and then with the Internet boom, he says the German news agency. He sees the offer full of optimism: "Competition creates more content and it promotes creativity."
But the streaming revolution is making Hollywood vibrate vigorously. In 2017, the US film market recorded the lowest number of ticket sales since 1992. This is only thanks to higher entry prices than the total box office revenue of 11 , $ 1 billion has not declined significantly. Fusion and takeover wave moves through Hollywood. The telecommunications giant AT & T has recently swallowed the media company Time Warner and therefore the traditional Warner Bros. Studio. The 20th Century Fox studio of media mogul Rupert Murdoch is currently part of an auction between the Disney-based Mickey Mouse group and the Comcast cable giant.
Film budgets and marketing costs are skyrocketing. The studios rely on tried and tested. "Making movies has become a huge financial game," says Jason Squire. American journalist Sharon Waxman, founder of the industry portal "The Wrap", recently spoke about the upcoming end of the major studios. Future "Power Players" are platforms such as Netflix, Amazon, Apple and Google, according to the industry expert.
Stars Run to Platforms
Netflix has long dug giants like Disney. The video streaming market leader with more than 125 million users worldwide wants to spend about eight billion dollars this year and soon produce half of its content itself. These include series, movies, documentaries and comedy formats. Netflix, famous for its self-produced series such as "House of Cards" or "Stranger Things", is now available in more than 190 countries.
Hollywood stars converge on Netflix & Co. Jennifer Aniston joined Netflix's First Ladies comedy in May in the role of a US lesbian president. Will Ferrell writes for the streaming service a Eurovision comedy and should also play the lead role himself. Nicole Kidman wants to develop movies and series for Amazon Studios with her production company Blossom Films. In late 2017, the online giant announced that it was going to launch the story of the saga "The Lord of the Rings" as a television series. The heirs of the author J.R.R. Tolkien accepted the object of prestige.
Old Hollywood attacks with his own streaming services. From 2019, the Disney group wants to offer its own movies exclusively on the Internet for a fee, including productions of the subsidiary Pixar, Marvel successes and Star Wars adventures. The previous cooperation with Netflix then ends.
From Salon to Cinema
This does not help movie owners, who are trying by all means to bring viewers to movie theaters in cinemas. Get. This could be done with technical stuff, such as virtual reality stations in homes or with special events, such as live broadcasts of sports and music events, says Jason Squire.
The film teacher sees another niche with more and more offers and content. "One of the most exciting areas is online distribution for low budget movies," says the scientist. Just as the authors themselves publish books, newcomers can market their works online and cash them.
Despite the technical innovations, Netflix obviously supports a proven marketing strategy: huge billboards along the roads. According to industry insiders, the company plans to invest millions in conventional billboards, like along the legendary and bustling Sunset Boulevard, between Hollywood and Beverly Hills.
Jason Squire thinks it's a smart plan. "It's here that important speakers from the entertainment industry are making decisions," says the professor. But even more: "It's also a great pride." Netflix wanted to give the impression that you were on a par with the studio, Squire said. "I think they do it." (Sda / dpa / cbe)
(Author: Barbara Munker, DPA)
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