The market totalitarians who call themselves “conservatives” are messing their drawers over the very idea of adding $50 million to the laughably puny $145-million annual budget of the National Endowment for the Arts. “Conservatives,” you see, say they think the NEA is a boondoggle.
Contrast this sense of where boondoggles come from with the excellent recent reportage of New Yorker critic Tad Friend on the workings of the corporate capitalist movie studios — where $50 million, by the way, is less than half of what gets spent there on a single movie, a.k.a. “property,” according to Friend.
As Friend reports:
“Studios now are pimples on the ass of giant conglomerates,” one studio’s president of production says. “So at green-light meetings it’s a bunch of marketing and sales guys giving you educated guesses about what a property might gross.
This, of course, means that:
Marketing considerations shape not only the kind of films studios make but who’s in them—gone are lavish adult dramas with no stars, like the 1982 “Gandhi.”
Even within this situation, which is well-known to industry insiders, if not the general public, there is no doubt what corporate capitalist movies are:
Marketers and filmmakers are often quietly at war. “The most common comment you hear from filmmakers after we’ve done our work is ‘This is not my movie,’ ” Terry Press, a consultant who used to run marketing at Dreamworks SKG, says. “I’d always say, ‘You’re right—this is the movie America wants to see.’ ”
Friend finds the resulting imperatives “unexpected,” but nonetheless does a great job listing them.