In 2009, James Cameron’s Avatar was released to movie theaters all over the world. Since its release, it has made over 2.9 billion dollars. The reason for its overwhelming success? Digitization.
Before the 1980s, movies were shot on film, meaning that the process of shooting consisted of machines that would take 24 frames per second and leave them on a filmstrip. These frames would then be developed and placed in reels that would be sent to movie theaters for showings. There, the reels would be run through a film projector. This original process of creating and developing movies left plenty of room for human and mechanical errors because of the abundance of physical media that producers had to deal with. Adjusting and editing the finished product was a time-consuming and extensive process, which proved to be hugely inefficient for the entire process of film production (Film Vs Digital – Film Photography or Digital Cinematography, n.d.)
And so, digital movies took over. The digitization of movies, which will be explained later in this webpage, is one of many examples of how rationalization has influenced filmmaking. Ritzer’s four dimensions of rationalization -- efficiency, predictability, calculability, and control -- can all be found within the occupation of film production. From its technological developments to advancements in marketing, film production has been heavily influenced by rationalization.
Historical Context of Filmmaking
Thomas Edison invited the Kinetoscope in 1891, which was a simple picture viewer that created the illusion that the image was moving. It was Edison’s invention that inspired the Lumiere brothers to create the cinematograph, the first viable projector that functioned as a camera and film printer simultaneously (Britannica).
These inventions made it possible to view realistic moving images, but it was George Méliès who was the first to create fictional film narratives.
Méliès, a French filmmaker, found and exploited camera tricks to create diverse and burlesque films. His most famous film made in 1902, Le Voyage dans la lune (A Trip to the Moon), was an enormous success that established fictional cinema as the new norm in filmmaking (Britannica, 2023).
By this time, film industries were being established all over the world, with storytelling becoming more popular and profitable. The introduction of color and sound from the 1930s and onwards contributed to the rise of the “Golden Age of Hollywood.” (A Very Short History of Cinema | National Science and Media Museum, n.d.) Cinema became the most popular form of entertainment and production companies became increasingly successful.
Two Biggest Causes of Rationalization in Film
Max Weber first introduced the concept of rationalization as society’s transformation from traditional behaviors to increasingly rational and bureaucratic principles. He suggested that as rationalization becomes more prevalent, individuals within society face limits on their freedom and creativity, as they are subjected to rules and regulations. George Ritzer, an American sociologist who wrote The McDonaldization of Society, further elaborates on Weber’s theory by stating that the aspects that contribute to a fast-food industry’s success are gradually making their way into many other aspects of society.
The process of rationalization in film production is caused by two main factors: advancements in technology and the rise of big production companies.
Advancements in Technology
As an occupation that relies heavily on technology to produce content consistently and reliably, rapid, and frequent improvements in all aspects of film technology have been necessary. The switch from film to digital, as discussed earlier, was a revolutionary advancement in film technology. With digital media, the risk of film strips being destroyed dissipated and the overall process of adjusting, transporting, and preserving a movie became immensely easier. While film reels could only record a handful of minutes, digital cameras can record an infinite amount of material, allowing for faster and more takes on set. Digitization was revolutionary, as it almost entirely changed the process in which movies were made. It allowed for producers to instantly view a take, make production days faster and more efficient for everyone on the cast and crew (Bramesco, 2016). These changes to the production of movies helped contribute to a quick-paced and structured environment on set – one that would not have existed without the rise of digitization. Technological advancements have acted as a catalyst for further rationalization in film production by creating effortless filmmaking and placing more control in the hands of the filmmaker.
The Existence of Big Production Companies
In 2019, Walt Disney Studios had the highest box office revenue of any studio, earning over $13 billion worldwide. They released a total of 10 films that year, including enormous hits such as Avengers: Endgame, The Lion King, and Frozen 2 (Box Office Mojo, 2019). Major film studios who have the financial resources and producers who have relevant connections can widely distribute their films, reaching a widespread audience and gaining a substantial profit. Independent films cannot gain the same traction, resulting in the domination of large-scale production companies who produce hit after hit to make the most money.
George Ritzer’s Four Dimensions of Rationalization and Its Influence on Film Production
Filmmaking is a creative-centered occupation, in which original storytelling is valued. However, rationalization has proved that even an occupation such as film production, which is based on expression and individuality, can be susceptible to Ritzer’s four dimensions: efficiency, control, predictability, and calculability.
Efficiency
Efficiency in film production has created more jobs for people within the industry. In the early years of film production, film crews and full production sets did not exist. Directors were given the sole responsibility to direct, produce, and distribute their project. From the days of films being only 1 minute long, the process of making a film nowadays requires more than just one director and a camera (Encyclopedia, 2023). When there are numerous people who specialize in different aspects of the project, the process becomes highly efficient while simultaneously increasing the number of jobs available in the film industry. Iron Man 3, a Marvel Studios film released in 2013, had a crew of 3,310 people. The average number of film crew credits per department from 1994 to 2013 can be seen below, where visual effects make up a large percentage of a film crew (Follows, 2021).
Control
Digital technologies have become increasingly important in filmmaking, as they have opened up a door of opportunities in the film world, especially with the control that film producers now exert over their projects. For example, computer-generated imagery (CGI) is used to generate digital images, either from scratch or on already existing footage. Many films in the 21st century rely entirely on CGI to build fantastical characters and worlds. CGI eliminates the overall unpredictability that comes with real-life actors and physical sets, giving full control to producers to create an outcome that they prefer. Additionally, motion capture technology has allowed producers to have more control over even an actor’s movements. Motion capture technology works by recording and translating movements into digital form, which can then be used to create realistic computer-generated characters.
One of the most famous movies that utilized CGI and motion capture technology was James Cameron’s Avatar in 2009. Actors wore special suits with sensors to capture their movements, which were then used to create the blue-skinned characters known as the Na’vi that we see throughout the movie. Avatar’s use of motion-capture technology was groundbreaking for its time, and since then, has become increasingly common in movies. Through the use of digital technology, producers now have more power and control over the content they are creating.
Digital technologies are not the only way in which producers have increased their control of filmmaking. Due to the COVID-19 pandemic, streaming services became the much-preferred and primary platform for audiences. As lockdown restrictions were lifted and movie theaters reopened, producers were left with the question: Do we still continue to release on streaming platforms or revert back to the general theatrical release? This question is left in the hands of film studios, which can control how an audience may view their film. Because of the pandemic, one may argue that there is actually a decreased level of control, as the future of movie theaters and traditional theatrical releases for movies became almost non-existent at the height of the pandemic (Solsman, 2023). However, producers and their studios now have more than one option in how they distribute their film: release it only on streaming, release it only in theaters, or release it on both simultaneously. This question of where and how a film should be released becomes a producer’s responsibility, thus increasing their control.
Predictability
Predictability in film means having familiar characters, settings, and plots. Movie producers are responsible for all creative aspects of film production, as well as figuring out what is the most profitable for their film studio. Box office earnings and audience reception have historically shown that sequels and well-loved franchises make the most money. This is why we have seen a significant increase in film series, sequels, and overall ‘unoriginal’ movies, which are also produced by recognizable, big-budget production companies. From 1983 to 2018, the number of ‘unoriginal’ films in the top 20 grossing films worldwide went from 6 to 16 (Solsman, 2023). Currently, in the domestic box office for 2023, 6 films in the top 10 grossing films are part of a famous franchise and 2 are adaptations from popular video games (Domestic Box Office for 2023 - Box Office Mojo, n.d.).
Additionally, after the pandemic, the variety of films being released in theaters has reduced, because many independent films cannot afford to lose money if their film was to do poorly at the box office. As a result, most films that we see these days are ‘unoriginal.’ Since the film industry in general is an inherently risky and unpredictable business, major film studios seek “safer” projects that they predict will be the most profitable. For example, Spiderman: No Way Home, Jurassic World Dominion, and Top Gun: Maverick were the first films to cross $1 billion in global box office grosses after the pandemic, which are all films that belong to a series and major film studio. Avatar: Way of Water was the first film since the pandemic to hit $2 billion, which also belongs to a series and a major film studio (Ling, 2022). The films that are being produced today act as a safety net for major production companies to make money, thus increasing the predictability of the movies being released.
Calculability
Ritzer describes calculability as emphasizing the quantitative aspects of a product over its qualitative aspects. While filmmaking is primarily a qualitative occupation in which creativity is its core, rationalization has made it possible to encapsulate a film into a quantitative value: its rating.
The Hays Code was a list of restrictions created by former Postmaster General Will Hays in 1930 that restricted certain storylines and themes from a film. Some of these restrictions included the portrayal of interracial marriage or drug use. If films had any such depictions of anything listed on the Hays Code, they would be denied approval and were banned from being shown in theaters, resulting in no profit (Accardo, 2023).
However, after the movie, Who’s Afraid of Virginia Woolf (1966), did not abide by Hays Code yet still became a sensation, the first version of today’s Motion Picture Association (MPA) rating system was born.
Despite the earlier objective of maintaining social norms, today’s MPA ratings have more of an impact on a film’s revenue and marketability (Accardo, 2023). For example, an R-rated movie restricts children under 17 from seeing the movie without a parent or guardian present. This rating limits the demographic of audience members and could, in turn, reduce the film’s profits. Producers, who are responsible for ensuring the movie’s success, must decide which rating will help make a substantial profit. This rating system becomes increasingly prevalent when a production studio already has an audience, to begin with.
For example, Marvel Studios has a demographic of audience members from ages 18 to 34. While this is a large range, many fans of Marvel movies are teenagers and young children. Producing a movie that receives a rating that may fall out of the studio’s demographic is risky and could significantly hinder its revenue. MPA ratings can have a direct effect on a movie’s revenue, leaving producers with the decision on what type of content they want to include within the film.
Irrationalities
Ritzer has stated that there are unintended consequences that may arise from the development of these standardized practices in all aspects of society. He coined these consequences as “irrationalities.” The overarching irrationality that impacts the occupation of filmmaking is the stifling of creativity. The desire for profitability leads to a narrow genre of films being produced, which can limit the diversity of stories being produced and distributed to audiences. However, Ritzer lists other irrationalities that may arise from rationalization. There are two that stand out in particular in regard to filmmaking: disenchantment and unpredictability.
Disenchantment
“Anything that is magical, mysterious, fantastic, and dreamy is considered inefficient. Enchantment has far more to do with quality than with quantity.” - George Ritzer
Max Weber and Ritzer emphasize disenchantment through rationalization. The film industry and film production has become increasingly efficient with the increase in film crew sizes, thus increasing the number of films released in a year. From 2000 to 2016, the number of films released in the US doubled (Fellows, 2020)
However, while the increase in film releases may benefit the company in the long run, the demand for more films reduces the amount of time needed for the entire filmmaking process. The shortened process results in the cast and crew working long hours to finish the project, causing strife and tension on set. For example, Marvel Studios, a production company responsible for producing high-grossing superhero films such as Avengers: Endgame, is notorious for its improper treatment of its VFX artists. An anonymous VFX artist told Vulture Magazine, “When I worked on one movie, it was almost six months of overtime every day. I was working seven days a week, averaging 64 hours a week on a good week. Marvel genuinely works you really hard” (Lee, 2022). According to the VFX artist, Marvel Studios would ask their artists to change entire portions of the film one to two months before the film’s set release. The number of movies released by Marvel Studios creates very tight turnaround times for the crew working on the film, resulting in overworked and burnt-out employees.
Unpredictability
Another irrationality that emerges from the rationalization of film production is unpredictability. Although film production companies attempt to estimate which film genres or storylines will gain the most money from audiences, this way of thinking only works in theory. In reality, Hollywood is a largely unpredictable business, for its main source of success comes from human opinion and ever-changing trends. Because both of those factors are unstable and always shifting over time, it is arguably impossible for a film production company to have a reliable “formula” for producing a successful film.
For example, in the top ten list of highest-grossing films of 2023 is Cocaine Bear, a comedy thriller about a bear who unintentionally ingests cocaine. Alongside this film in the list is also M3GAN, a horror about a life-like doll that begins to take on a life of its own (Box Office Mojo, 2023) Both films are disparate from each other in regard to plot, casting, cinematography, and many other aspects. However, both films were produced by the same company: Universal Pictures. The difference in films yet the similar success both of them received shows the overall unpredictability of film production and the industry in general.
Conclusion
The rationalization of film production has had a notable impact on the way films are created and distributed. But this notable impact lies only within major production companies, who currently dominate the film industry. Many claim that “Hollywood is dying,” which they credit to the repetitive blockbuster hits that overtake movie theaters each weekend and the decline of independent and original films. The future of cinema remains unsteady, as the industry is still reeling from the effects of the COVID-19 pandemic and rationalization has arguably diminished the need for creative storytelling. However, despite rationalization’s force in filmmaking, there has been some resistance, nevertheless.
Everything Everywhere All at Once (2022) is a comedy-drama film about a Chinese American immigrant who discovers she must prevent a powerful being from destroying the multiverse. It was produced by A24, an independent entertainment production company. The film received 11 nominations at the 95th Academy Awards and won seven awards, including Best Picture and Best Actress. This film, produced by an independent studio, is proof that original and ambitious stories can still make a splash in the film world. There is hope that, as long as there are people out there who can appreciate the art of cinema, we will not completely lose the important aspects of filmmaking to rationalization.
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