Hollywood is made up of major studios and independent studios which hold the most power: (The Big 6) They make up for 81% of film profits

• Buena Vista (Disney)
• Warner Bros.
• Universal
• Sony/Columbia
• 20th Century Fox
• Paramount

Oligopoly: A small number of companies control a large sector of a market.

Power & Media Industries Theory

The idea that media is controlled by a small number of companies, typically driven by the power & profit.

Marketing

The action of promoting and selling products/services. The distributors of Straight Outta Compton utilised a number of different marketing strategies in order to promote the film.

Straight Outta Compton

They used viral marketing in order to promote the film. Beats by Dre launched a campaign that people were encouraged to promote their own town as “everyone is straight outta somewhere”. Beats by Dre also created limited edition wireless headphones. The #straightouttacompton was the largest 2015 social media campaign (11 million visits, 300,00 twitter posts, 7 million unique visits & 8 million downloads).

Straight Outta Compton Trailer Controversy

The adverts on Facebook were catered towards different trailers being shown to different people based on their race, class and location. The idea that white people aren’t shown as much rap music in the trailer than people of other races.

“Straight Outta Somewhere” Campaign

It became the biggest social campaign of 2015, trending #1 on Facebook, Instagram & Twitter. It encouraged people to rep their own city creating memes all around the world.

Viral Marketing

Using digital resources in order to promote products/services.

An example of this is the marketing campaign for Inception, where there was a online game which upon completion, reveals the film poster exclusively to the audience.

Guerilla Marketing

An advertising strategy that focuses low-cost marketing tactics often on street level in order to yield maximum results. The purpose is to create a buzz for the film.

An example of this is the Grand Theft Auto IV promotion with displaying wanted posters of the main character around the streets of a city in America.