Brief Summary
This video essay explores the parallels between the decline of big-budget Hollywood musicals in the 1960s and current trends in the film industry, such as the over-reliance on sequels, remakes, and superhero movies. It examines the "Roadshow" gimmick used to promote prestige films and how its overuse led to its downfall, drawing parallels to modern-day Hollywood's attempts to incentivize moviegoing through gimmicks like 3D and 4D. The video also touches on the impact of television on cinema attendance and the dangers of studios chasing trends long after they've faded, using examples like "Venom" and "Titans."
- The "Roadshow" was a marketing gimmick used to promote prestige films, including musicals, by offering a premium viewing experience.
- The overuse and rising costs of roadshows, coupled with the rise of television, led to their decline.
- Hollywood's tendency to chase trends long after they've faded can result in critical and commercial failures.
- The current state of the film industry, with its focus on fewer, bigger-budget projects, resembles the studio system of the late 1960s.
Intro
The video introduces the topic by framing "Mamma Mia: Here We Go Again" as an embodiment of the modern cinematic epoch, akin to the most ambitious crossover of all time. It questions the current state of cinema, where streaming services reduce interest in going to the movies, necessitating gimmicks like 4K 3D to incentivize audiences. The video draws a parallel between this situation and the decline of big Hollywood musicals in the 1960s.
The Roadshow Gimmick
The segment explains that with the advent of talkies, musicals quickly transitioned to the big screen. MGM Studios hired Arthur Freed, whose production unit created the golden era of movie musicals. In the 1950s and early 1960s, musicals used the "Roadshow" to build hype around big movies. Roadshows were a gimmick used to promote prestige films, including historical epics, war dramas, and musicals. Before a film's wide release, studios would take it on the road for a limited, premium release. Ticket prices were higher, but the marketing promised a luxurious experience, with no shorts or trailers, an intermission, pre-recorded music, and souvenirs.
The Rise of Television
The video discusses the emergence of television in the 1950s as a competitor to cinema. The convenience of watching TV at home made it harder to attract audiences to theaters, even with gimmicks like roadshows. Some recognized the increased dependency on roadshows as a dangerous game. A string of expensive movie bombs, like "Cleopatra," nearly bankrupted studios. The cultural changes of the early to mid-60s led studios to realize that roadshows were no longer worth the investment.
The Revival and the Fall
The Hollywood movie musical looked like it might be on its deathbed, but Walt Disney and Mary Poppins revived it. The film launched Julie Andrews' film career and won a ton of Academy Awards. Then there was Warner Brothers' My Fair Lady, which was a huge hit. The Sound of Music reversed the box office disaster 20th Century Fox had with Cleopatra. Studios then tried to chase that trend. The Happiest Millionaire, a roadshow release completed after Walt's death, bombed. Warner Brothers wanted to recapture the success of My Fair Lady with Camelot, which was a production from Hell. Critical response to Camelot was dire.
Doctor Dolittle and Hello Dolly!
The video discusses the failures of "Doctor Dolittle" and "Hello Dolly!" "Doctor Dolittle" faced production issues, including casting problems and animal-related mishaps, leading to a messy and expensive result. The roadshow became a focus group, with edits based on audience reactions. The film was a box office and critical failure. "Hello Dolly!" seemed like a natural for film adaptation, but the casting of Barbra Streisand was misjudged, and there were concerns about the film's relevance. The film also fell into budget hell.
The Death of a Certain Type of Musical
The video notes that there were outliers to this trend, like Fiddler on the Roof and Cabaret. It wasn't the death of the musical, but it was the death of a certain type of musical. The film industry has to fight to keep itself alive and culturally relevant. The fall of the Hollywood musical created the landscape that would lead to the era of the blockbuster.
Modern Parallels and Skillshare Ad
The video draws parallels between the decline of the Hollywood musical and modern-day Hollywood's reliance on gimmicks and trends. It criticizes the industry's tendency to throw money into genres and gimmicks that audiences are showing antipathy for, citing the trailers for "Titans" and "Venom" as examples. The video concludes by noting that the current state of the film industry resembles the studio system of the late 1960s, with more money being funneled into fewer projects. The video ends with a promotion for Skillshare, an online learning community.
