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- 1970-1-1
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今天考的 原文确认
Most film industry analysts view the rise of the film star either as a natural stage in the
development of the medium or as a straightforward reflection of audience desires. But
film had existed without stars for twenty years (1896-1916) and had enjoyed popular
appeal for the decade before the full blown star emerged. I suggest that the popularity
of film players was not naturally assured.
Initially, films were short and non-narrative, and the identity of actors was not important
because the cameras were set so far back that players' faces were indistinguishable.
These relatively undifferentiated films were rented to exhibitors by the foot, and
competition among filmmakers was intense. By 1907, film studios holding camera
patents organized into a patent pool that licensed each sector of the industry—
production, distribution, and exhibition —in exchange for use of its technology. The
pool set per-foot rates and distribution schedules, limiting competition.
The profits brought by this near monopoly allowed film studios to invest more in the art
of filmmaking. Films became longer, and revolutionary approaches such as narratives
based on a strong central character and close-ups of actors faces were developed. Film
became a forum for actors self-expression.
Such entrepreneurs as Adolph Zukor believed that consumer demand could sustain
longer films featuring expensive stars, but the patent pool rate system could not
accommodate such films higher costs. Risking litigation, Zukor broke out of the patent
pool system and acquired his own distribution companies, charging premium prices
keyed to the demand for his distinctive product. Then he used the appeal of such stars
as Mary Pickford to practice block booking: forcing theaters wishing to show her films
to take his entire line of films. He and other industry leaders finally guaranteed high
prices for their expensive star features by completing the process of vertical integration:
acquiring theaters and refusing to distribute films to independent exhibitors.
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