Marketing tactics is ultimately “fundamental to the very construction of the high concept film” (Wyatt 23) which is why the choices of making fake websites and exploiting a controversial conspiracy theory are crucial to the mediated development of 2012. The audience becomes involved and loses touch of reality for a short amount of time and the film seizes their attention. The false websites tricks the audience, mediating reality to a level where the audience feels involved because it is something that could happen in the future. Columbia Pictures used high concept marketing tactics, toying around with the 2012 idea by creating false websites and a fake lottery system (Farewell Atlantis, The IHC). The popular hype that the end of the world will occur on December 21st, 2012 is considered as a presold property itself.
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The event movie such as 2012 depends on high-concept marketing, presold property, and certain production elements. 2012 is a product of the film industry that is also a meaningful, mediated text invoking responses and emotions from the audience.Ģ012 follows the event movie strategy, which is a “central risk-reducing strategy for films” (Jockel 84), in order to reach the goals of profitability. Roland Emmerich and Columbia Pictures used the big budget disaster concept to shape 2012 not only for fulfilling profitable goals but also environmental goals, therefore causing specific choices to be made in the production and marketing of the film. The film industry is essentially communicating with the audience by encoding their messages in the film and giving it to the audience for them to decode and interpret. 2012 is a disaster film following the adventures and struggles of a middle-class family as they rush to survive while the Earth is enduring a phenomenon called “Earth-Crust displacement.” The family witnessed monstrous earthquakes in Los Angeles, the eruption of the super volcano in Yellowstone, and rode on expensive ships while surviving continent-destroying tsunamis. With well-known movie stars like John Cusack and Danny Glover as well as a disaster film director like Roland Emmerich thrown into the picture, Columbia pictures expected and certainly accomplished making big money off of the film 2012. When Hollywood mixes cataclysm with big budget special effects in a film, it is already anticipated to be an example of the event movie. Spring 2011 2012 the Movie: Mediation and Industry context
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RTVF 3610 Film & TV Analysis | Academic Paper
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