Reading:
Alisa Perren, "Sex Lies and Marketing: Miramax and the Development of the Quality Indie Blockbuster." Film Quarterly, Vol. 55, Issue no. 2.
Question:
After reading Alisa Perren's article, identify at least two ways in which Sex, Lies and Videotape transformed independent film. In your opinion, what specific aspects of the film (cite examples - themes, visual style, etc.) allowed it to achieve this kind of success?
23 comments:
I feel as though it sort of bridged the gap between the independent films and the studio films... in allot of ways it has the independent aesthetic. For one it moves at a slower pace and has a lot of air or breathing time. It also deals with issues that are a little more complex than the typical hollywood fare of the time, like impotence and barflies.
On the other hand, its million dollar budget, while cheap by hollywood standards, allows the use of good locations and a film look that doesn't look aesthetically that far out of the realm of hollywood.
But most of all it was it's success that changed the way people thought about independent film. And it was this success that signaled the beginning of the end of the true independent. Sort of.
In Alisa Perren’s article she explains how “Following in the tradition established by Sex, Lies and Videotape, independents of the 90s often stood out either because of an excessiveness in style, sex and violence, or because of minimalist aesthetic that emphasizes dialogue over camerawork.
After viewing Sex Lies and Videotape, it became clear why this film had an impact on independent cinema as topics that are/were less common in bigger budget films, especially at the time were quite pointed in this film. The idea of video taping women talking about sex for sexual gratification was quite groundbreaking for the time as most films wouldn’t be so blunt about sex.
Sex Lies and Videotape also transformed independent cinema by making it more marketable. Perren talks about how the film was marketed by Miramax in order to appeal to broad audiences and different niches. For example, the sexy press photos and description of a serious comedy appealed to college aged crowds looking for entertainment with more serious undertones while the film was also marketed to the “underground” crowd looking for an artsy film. As Se Lies and Videotape rose to popularity the use of “independent” characteristics in films such as excessiveness in style, sex and violence,” became used more frequently and independent didn’t necessarily mean a low budget film without financial backing but rather films with often well known actors but with an “independent” aesthetic and theme.
As Steven Spielberg is often credited with making the first Hollywood blockbuster, Jaws, Steven Soderberg is credited with the first independent blockbuster. The reason why Sex, Lies and Videotape became such a hit and a gold standard of this genre was the story that it was told and the manner in which it was told. The films characters and the pacing are uniquely different than that of your typically Hollywood style and in the tradition of most independent movies that i have seen from this era, it deals with sexuality in a very different and candid way than that of the typical romantic Hollywood film. This film was more raw, i wouldnt say more believable because how many people do you know film women describe their sexual past with a complete stranger while being taped, but because all the parts were so immaculately played and because all of the characters weren't your normal fare this sorta became the template for the kinds of story's independent filmmakers would like to essay and because it was such a different story i think that the moviegoers of the day went to check it out just because of the content. But as the article goes on and states the reason why this film became such a unprecedented hit was the budget in which it was shot and the fact that it was shot so cheap and looked so professional helped it so that your casual moviegoer could watch the film without getting blasted by a particular style that one is used to a an arthouse.
Two ways in which Sex, Lies and Videotape transformed independent film is through its marketing strategy and script. Whereas most major film companies would have avoided conflict and controversial content, Miramax walked toward it. Thanks to Miramax, independent film became well known for its edgy content. The content was very unconventional, focusing around a man who is impotent, unless he watches videotapes that he has made (which content sexual themes). It distinguishes itself with edgy content, as the article evaluated. This set a pattern for future independent films. The second way Sex, Lies and Videotape transformed independent film is through the marketing. Controversy was used as a sales agent. The example, the poster for Sex, Lies and Videotape is risky—it exploits sexuality. However, with lines used to market the film such as, “edgy intense comedy,” Miramax was able to market to multiple audiences simultaneously (people looking for something raw and some people who are looking for a little more humor). Miramax really set the pattern for marketing as well, specifically regarding independent distribution companies finding niche audiences (including Miramax’s future endeavors).
I think that the script ultimately achieved it to have success. Even though it was visually not revealing (in terms of sex), the content was so raw. Just the thought of having a man satisfying himself via videotapes that he made where girls discuss their sexual vulnerabilities seems scandalous. The theme was at first appalling to me. I also think that the visual style allowed it to achieve this kind of success. The connotation that goes along with independent film is a grainy, Avante Garde, or experimental type of image. The visual style proved that the aesthetic of an independent film did not always have to mean “less quality” or experimental or crazy angles. It was shot complementary to the script, and for a low budget. I think people saw the potential of a low budget, especially with this profiting more than Batman! It also showed that independent did not always mean art house, as the marketing also targeted the youth audience for this film. Lastly, I think the acting was very good for an independent film. Most people associate independent films with not a lot of action, and unconvincing actors. The acting was great in this film, and for whatever scene lacked explosions and effects, the script provided.
“sex, lies, and videotape” transformed independent film through “niche” marketing and selective scheduling. In the marketing of the film, Miramax used the press to build up the film’s reputation and moved it out of the “art-house community.” Miramax created over-the-top print ads that used critics’ quotes to appeal to the intellectual crowd and used sensual images to appeal to America’s youth. It is also stated in the Perren reading that Miramax started the film slow in only 2 major cities and allowed the film to grow through “word of mouth.” The company then released “sex, lies, and videotape” nationwide during the time in which mainstream blockbusters were dying down in theaters.
Perren primarily writes about the film’s business aspects, but the film’s subject matter is also very important to its success. The film was surrounded by sex and adultery; topics not typically addressed in mainstream film. Although it is true that such topics have been addressed in other independent films, it is Miramax that brought these topics to a diverse mainstream audiences. Overall, “sex, lies, and videotape” is controversial, which is why it is so important to independent cinema. The story and dialogue is controversial and the tactics in which it is brought to the public is controversial.
--Anne Snyder
According to the article one way that the film transformed the independent cinema scene was that it was marketed to niched audiences. Instead of just mass marketing this movie on a wide scale, like Hollywood often does, Miramax chose to distribute it to the art-house community. Than when the blockbusters in the mainstream theaters started to die out, Miramax than released this film to the mass network of theaters. The advertising played an important roll in the marketing of this film as well. The ads were often very blunt and sophisticated. They used direct quotes from the critic's and tried to direct the ads to the youth of America.
The style of the film is also a very relevant thing to discuss when dealing with this notion of the independent feeling. It handled subjects such as sex and adultery in a more modern and hip way than what I think the youth of America was used to at the time. This helped the film take off and make it a cult classic. The film also uses a lot of unique camera techniques and some of the scenes are a little more on the avant-garde side. Like the opening credits and than the discussion with the therapist seems to be a little more reminiscent of the other independent film makers, plus the acting was very unique in that it seemed very naturalistic from all the actors and that they were all playing "real" people made the film more accessible to a wider audience.
In Steven Soderbergh's film "sex, lies, and videotape", two main things stick out at me that helped transform independent cinema. One was how independent cinema was looked at after Miramax's exploitation marketing tactics. It was handled like it was a blockbuster hit. Instead of it having little advertisement, looking like an avant-garde picture. They created a more public accepting trailer so it would reach more people instead of just one stereotype. They would put different quotes from critics that constructed two different visions of the film. "The first comment 'One of the best of 1989' and another 'An edgy intense comedy' would reach numerous people". The second is how successful the actors became in the future after this movie. It showed that doing independent films could be a gateway for an aspiring actor to move ahead in the industry. All of them have became great actors, but at the time of this film they were unknown besides James Spader. Since then many actors have started out in independent films and now star in Hollywood hits. For example, Paul Dano had a supporting role in the movie "The Girl Next Door" and now he just had a huge role in "There Will Be Blood" which is up for many oscars. In my opinion, the success of the film was the four great actors and the well written script. This movie hit many levels during this time period, creating its huge success. The issue of James Spader not being able to make love to a woman dealt with the issues of AIDS because there was a huge issue in the 80s. Also I feel it may have influenced having more than one partner because that also became huge in the early 90s. The subject of sex surfaced to another level when the 90s came.
Bryan P
Most importantly, sex, lies and videotape helped transform the way large producers view low budget films that premiere primarily at film festivals. Studios realized the more intelligent route of investing 1 million dollars in a film that will gross 24 million domestically compared to a film that takes 50 million dollars to create, but does not return the same kind of financial results. "In the ten years following sex, lies and videotape, each major studio or media conglomerate created or purchased one specialty division" (Perren, 30). The studios got wise to the idea of investing some money in the independent scene, and this brought the beginning of such companies as Universal Focus or Fox Searchlight.
Along the marketing standpoint, sex, lies and videotape changed the way that the big studios marketed independent film. They marketed it towards certain niches, such as the art-house audience or youth audience. The awards of the film received at festivals such as Sundance or Cannes were printed on the ads, for the art-house niche would find that appealing. And on the other hand, marketing the film as "One of the Best of 1989" appealed to a regular audience who would not see it as an independent film that they would not enjoy, but that it was admired by mainstream, as well.
The success of the film was achieved through the way Soderbergh approached the film. The themes of sex, and having a man videotape women talking about their wildest sexual fantasies and memories so that he can get off, is not commonly approached head on in films. Soderbergh not only approached it, he made it the focal point of his entire film. The film strikes a chord with the audience, pushing them to consider things such as peoples different sexual desires, people who cheat, and the lies and deception that surround us in every day life. All of this brought on the success on this film, and the impact it had on Soderbergh's career and the independent film industry was immensely important. It practically sky rocketed the independent film scene, and brought festivals such as Cannes and Sundance into the mainstream world.
One major way Sex, Lies, and Videotape transformed independent film is its the success in marketing and distribution strategies Miramax provided. Thanks to ads that promote sex, violence, and controversy, Sex, Lies, and Videotape reached, not only the Sundance audience, but the general public as well. Miramax took sensitive issues that’s usually tackled in Independent film and promoted as a blockbuster hit everyone can enjoy. In addition, Independent films started hiring celebrities and writers to make their films more appealing to audiences.
The stylistic aspect that allowed this independent film to achieve success and transformed future indie films are the studio like movements of the camera and good the performance of the cast. The shots and editing style of the film was similar to that of Hollywood studios which is called an invisible style. There are certain shots where we don’t notice the editing, but only the characters and dialogue such as when Spader’s character is recording Giacomo’s character in the last half of the film. Furthermore, the actors are placed in situations that are uncommon and their interactions and reactions to it are unrealistic, thus we get an impression of acting.
In Perren's article she speaks of "sex,lies, and videotape" shaking the norms of independent cinema in the late 1980's. It was a film that had a story that was unconventional while still maintaining a bit of familiarity. It was inexpensive by Hollywood standards, but maintained a high quality through its acting and script.
The repercussions of its success was evident in the next year, with even Soderberg noting that the festivals were becoming more of a place to pick up the next low cost/high profit hit. It may have been the last of its kind, a well written script with performances by unproven actors.
After reading Alisa Perren’s article “sex, lies, and marketing” it gave me an incite on how the film”sex, lies, and videotape” was produced and marketed. I learned that the budget for this film was only $1.1 million dollars. Which by Hollywood standards isn’t a big budget, (considering “Batman” cost $50 million). It transformed independent film by having a larger budget and better equipment and locations. When I first saw the film I honestly did not notice that it was an independent film. It had camera work that resembles Hollywood films although it was simple. Also the quality of the film was good. It was in color and it was not scratchy. I did notice that the plot was kind of slow and the film really concentrated on the dialogue of the film. Also in Perren’s article it focuses on the story and how it is risqué for the time. It was all about sex and more importantly Women’s sex lives.
Another way this film transformed independent film was the way that it was marketed. It was really pushed. Miramax really wanted this film to be a hit. They put it in more than one festival and made trailers that would appeal to different age groups and people types. In the past readings and films we have reviewed, none of them had anything said about the marketing and publicity. They all talked about asking for money just to get it produced. The reason that this film achieved this kind of success is from the marketing job that Miramax did.
Two ways in which Sex, Lies, and Videotape transformed independent film, would be the way that the film was marketed to a specific niche, and how the marketing strategies exploited the films strengths. We get from the article by Alisa Perren, that if it weren’t for Miramax, this film probably would not have gotten the recognition that it did. Miramax when promoting the film, made the print ads for the film, in such a way, that it targeted specific groups of people. Not only that, it made the film come off as more of a blockbuster movie rather than an art indie film. The exploitation of the sex in the film on the ads really made the film come off as a really edgy and racy production.
In my opinion, the scrip/dialog really allowed for it to achieve its success. The dialog is very different than most films dialogs in that there are a lot of awkward moments and pauses. Take for instance the scene where Graham and Ann are having lunch together and they begin to talk about sex and impotency. The conversation didn’t seem like it would belong in a film, rather there were pauses and awkward silences like there would be in reality.
Julie Olsen
One main aspect of Sex, Lies and Videotape that I felt changed independent cinema forever is the subject matter right off the bat. I don't know of any other independent movies before this one that revolved around a guy who videotapes women talking about their sexual experiences. I believe that this subject matter put a new spin on independent cinema for the rest of history. This is because the idea is very simple, but the acting and screenplay are what makes it a truly fascinating film. The way the film gradually escalates further and further draws you in to what is eventually a pretty intense climax. Another reason why this movie transformed independent cinema as a whole is because it was the first true "Indie Blockbuster" as described in the article. This movie broke a huge barrier in the independent world by grossing about 24 times what the budget was. This was unheard of before this movie came out, and it helped prove that independent movies can be "blockbusters" at the box office even though their budgets are low. Sex, Lies and Videotape helped pave the way for a whole new look on what "independent" really means.
One of the ways that’s “sex, lies, and videotape” changed independent cinema was the revolutionary marketing campaign that Miramax devoted to it. It was marketed using the technique of niche advertising. The mainstream audience was played to of course, but also the more artsy crowd. Festival awards for the film were shown in the ads for the film, on top of the normal Hollywood style blockbuster marketing style. The other main factor here is the film itself. The topic was very groundbreaking for the time period, and yet somehow worked. The movie also didn’t seem to be low budget, even though it was by Hollywood standards. It had elements of not only classic Hollywood film making, but also the underground, avant-garde style that many prefer to see. The mainstream audience didn’t feel like they were seeing some indy flick, and the artsy crowd didn’t feel like they were seeing a blockbuster.
I think there could be a few ways in which sex, lies, and videotape did something to change independent cinema, but to name two: the way it was marketed and its content.
The article discusses the new way in which this film was marketed as opposed to previous tactics. It quotes Harvey Weinstein as saying that the Mirimax approach to marketing the film isn't using the "starving artist" mentality, instead they go for a specific kind of advertising tailored to the film. They released photos of the paired couples to create a sexual curiosity that had worked for them before when marketing for Scandal. The article also covers the content of the independent film calling it "edgy" and "gritty" whereas Hollywood productions tended not to be these things. "sex, lies, and videotape, independents of the 90's often stood out either because of an excessiveness in style, sex, and violence or because of a minimalist aesthetic that emphasizes dialogue over camerawork."
I suppose in considering aspects of the film that stood out as new or newer to independent cinema, theme would be a major one. Up to this point sexual situations in film may not have been as risque, which one might call creative. Mike Nichols' work has always seemed to be at the front of sexual exploration, especially in the 60's and 70s', but never anything like a character who films women to get off to them later and the unfaithfulness in partners that ensues.
I think that the movie Sex, Lies, and Videotape was a very well thought out and was more like the “typical” hollywod movie. The movie has a plot that is developing throughout the movie and it has a climax, when John arrives at Graham’s apartment and is in a state of rage and then watches the tape of Ann talking to Graham. I also think that since the movie was shot in color, it had a modern feel to the movie because I can’t remember a moive that was shot in black and white. The thing that set apart Sex, Lies and Videotape was that there wasn’t very many actors in the movie. There was only the main characters and a few side caharcters such as the landlord and the psychiatrist.
After reading the article, “Sex, Lies, and Marketing,” I found the part of the article most interesting was that the author stated that Sex, Lies and Videotape was a betterinvestment than the original Batman, since Batman cost 50 million to make and made 250 million while Sex, Lies and Videotape cost 1.1 million and made 24 million.
Written by Mike Norgord
“Sex, Lies, and Videotape” really changed the way independent films were looked at by the public. To me there were a couple of ways that this film connected independent films with Hollywood films. One of the major ways is just the way the film was made and what it had in It. The film still had the unusually long parts of nothingness and parts where you still scratch your head in wonder. At the same time the film had a plot that you would more expect to see in a Hollywood film. The husband cheating on the wife, later to find out that the mistress is the wife’s sister and then the wife runs to the newly acquainted man who is an old friend of the husband. It’s a confusing plot that has more twists that have been seen in an independent film. The budget for this film was also something that changed independent films. As talked about in the article this film was made on a kind of expensive budget compared to other independent films. On the other hand it was extremely cheep compared to Hollywood films. The interesting part of this story is that this film actually was more popular that a film that came out at the same time. “Batman”. Interesting.
Tony
One way this film transformed independent film was that it proved independents could make a large profit and not simply have to be subjected to art houses, although the budget was minimal. Perhaps the most important way that it became successful was the way it was marketed. Miramax used sexual images and called it “edgy” to attract crowds. This worked very well and got it into mainstream theaters as well as film festivals.
Another way I think it transformed independent film is that the film had an unusual topic about people sex lives, but the film was still successful. It proved that films can be “edgy” and still be successful to a wide audience. Although the film had a strange topic, it didn’t have all independent qualities. The editing and shots were rather Hollywood in the sense that the editing is invisible and there weren’t any awkward or misplaced shots.
The movie Sex, Lies, and Videotape was more of a Hollywood film to me than what one would think of when thinking of independent films. The situations that were expressed in the film were more “classic” of Hollywood films, rather than being more awkward or real. It was all sort of predictable once you understood the situation, which is what I associate with mainstream movies, which is why this changed people’s perspectives on independent films and made them more viewed due to this mainstream feel to it. Another way Sex, Lies, and Videotape transformed independent film is that it was produced at such a low cost but benefited more. This gave some hope to other filmmakers thinking that their low budget film won’t be worth it to make if they can’t profit from it. The example from the article was interesting saying the cost-profit ratio was better for Sex, Lies, and Videotape than it was for Batman.
I think that the movie really did bridge the gap between independent films and mainstream hollywood films. I believe that the film did this visually throughout, with the way the story was written and the way it was filmed. I also believe that the film bridged the gap behind the scenes with the way it was distributed.
While watching Sex, Lies, and Videotape you could defiantly tell that it is different than the inde films that proceeded it. The story created a main conflict, and a climax, and a resolution. It was shot in color. The characters all had a back story and everyone knew how everyone was connected.
The way the film was distributed changed inde films. Miramax was a big company fighting for the little guy, it seemed like after reading the article. It wasn't a great thing for Steven Soderburgh in the way that the kind of took over the film in some ways. The whole notion of doing an inde film is so that you have control over every aspect of it, but as told in the article when Sex, Lies, and Videotape was being distributed Miramax changed the trailer for the film that Soderburgh thought was capturing the feel of the film in to a trailer that would appeal to mainstream.
One way in which Sex, Lies, and Videotape transformed independent cinema was by gaining the attention of larger studios due to it's intelligent marketing and cost to profit ratio; which in turn launched larger studios to create studio subsidiaries which aimed at producing somewhat the same sort of specialty independent style films aimed at niche groups within the consumer market. And the follow up to this, the second transformation of independent cinema came on the after effect of Sex, Lies, and Videotape. One example of this was the transition of films festivals becoming a market place for studios to snatch up and profit from these independent films the year after Sex, Lies, and Videotape came out. One aspect to which Sex, Lies, and Videotape became successful within the film market was it's content; the film concerns itself with an open sexuality that you do not find in high concept films, which relates more personally to several niche's within the film going market. Although one could argue that much of the film's credited success was due to Miramax's marketing tactics, which drew on attracting art house movie goers as well as mainstream moviegoers. The after effect of Sex, Lies, and Videotape seems to me like it infused independent cinema into the larger studio systems and found a staple market for it, which to this day seems to still be intact. Independent cinema seems to draw audiences the same way as high concept films nowadays, but boosting it's content over gloss, and appealing to you through the use of words like "sophisticated".
Cory Gorman
"Sex, Lies, and Videotape" became a bridge into the new age of independent film through unique marketing and a somewhat larger budget. Miramax put together a marketing scheme that portrayed "Sex, Lies and Videotape" as a Film that had the sex and flare of a Hollywood film but was at the same time was sophisticated like an independent film. Linking the gap between Hollywood and the indepent. These Hollywood flares come out in the film when John and Cynthia are having sex, those scenes bring out the racy part of the film. Sex comes out also when we see video of one of the women talking about there sex lives on video tape making the viewer feel like a voyeur.
Budgets began to expand for independent films starting with "Sex, Lies and Videotape" Spending roughly one million dollars, the higher budget shows in the film. For one color film is used, there are multiple sets, and there a fare amount of camera work. Allowing the camera to move around takes up more money and time. In the shot of Cynthia and John just finishing having sex after Cynthia had been taped by Graham, the camera Is sideways giving you an odd feel to viewing Cynthia upright while she Is lying down, then the camera follows her as she sits up and lays back down. By taking this approach to filming the scene the amount of time increases and more, maybe different, equipment has to be used. Bumping up the budget just a little allowed the filmmakers to increase the quality much more. Investments for independent films have increased since the 80's.
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