Thread by @storyandplot

With #WGAStrong rightfully in the spotlight this week, I've seen some less-than-sympathetic comments focusing on the lack of originality in our projects.

This is a fair criticism of the system, but not the writers. A quick history of how we got here: 🧵

The first thing to understand is that Hollywood has NOT run out of new ideas. The studio’s preference for I.P. has nothing to do with regurgitating ideas and everything to do with MARKETING.

The late 60s-70s is generally considered the artistic high of the studio system. Ironically, many contribute this to corporations buying up the studios! The corporations knew they had no idea how to run a movie studio, so... they put creative people in charge.

This is how you got the run of so many great films the studios would never make today. They also took bigger chances on young, promising talent (the first "film school generation" of filmmakers.)

But with the success of JAWS and STAR WARS, the corporations demanded more of those kinds of hits. The creative folks insisted such things were unpredictable, and the business folks said let's make them less so.

(Sidenote: This was also the same time a completely different phenomenon was happening. A/C was becoming the norm for theatres, making summer movie-going much more attractive.)

Over the next decade, more and more MBAs and marketing people gained influence in the studio system. Being business folks, huge hits were not a creative problem as much as a product/marketing problem.

The 80s is when the “high concept” became pre-eminent because it narrowed a sales pitch to one sentence, a trailer, and a poster. This made everyone a marketing agent for a movie because everyone could explain what it was about!

In the 90s, marketing became just as important as the film itself (reflected in their respective budgets) when Hollywood discovered they could profit from fifty years of pre-existing awareness for old TV shows and movies.

This allowed the marketing department to move away from pitching a movie and convincing you to go see it (lower success rate), to simple “audience awareness” and building anticipation. (higher success rate.)

The audience knew what THE FLINSTONES the movie was. They just needed to know the casting and when it opened. No one needed to have the remake of GODZILLA explained to them. They just needed to know when it opened.

The marketing department prefers AWARNESS over SELLING because awareness is something you can throw money at. Selling is harder, and it’s less predictable. This is why franchises are so valuable.

Whenever someone says, “That’s something I can sell!” It’s usually something that can sell itself. What they mean is, "I just have to let people know about this!"

Hollywoods's reliance on property the audience is already familiar with is 100% because... the audience is already familiar with it. It is easier to market the product and this increases its chances of success.

This focus on I.P. has become so pervasive, many, including executives themselves, have forgotten WHY it's valuable. They'll option an unknown comic BECAUSE it's I.P., forgetting that it's unknown and lacks the main asset of I.P.

Writers do love writing on an I.P. that means something to them. Every Star Wars fan who became a filmmaker would love to work in that universe. But we do not love it more than our own original work. We would always rather work on that.

So when you see another remake, or reboot, or adaptation, and think, "Can't they come up with something new?"

Remember, the answer is yes. Yes, we can. And we want to. You can blame the market or the marketing, but either way, the widespread production of truly original content is just not the studio business model we're in right now. #WGAStrong

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