Cinema Are Going To Die Out?

     In 1963, there is a French filmmaker, Jean-Luc Godard, predicted The End of Cinema. It is hard to imagine the depression of movie theaters at that time. However, in the On-Demand Culture society people could watch film or TV shows in everywhere with their new media equipment. Netflix and the Weinstein Company was planned to release sequel to the movie “Crouching Tiger, Hidden Dragon” simultaneously on Netflix and a select number of Imax theaters. This activity seems a big sign that Netflix want to break the traditional method for releasing films. Through this time only Imax will involve in the screening, it still will be a big bomb for the old so-called windowing system for movies. If some people restate the end of cinema theory at this time, it will be more convincing.     

     Tradition movie theaters have its undeniable charm. For long time, filmmakers want their movies been watched in front of big screens. However, with the aspire for audiences’ demand for multiple ways exhibit, rising video websites and production companies are both seek for new way to improve their profits. At the turning point, tradition cinema seems still have currently advantage to stick the major group of audiences, while when more and more production companies make a deal with new distributor like Netflix, the end of cinema maybe not far.    

     For now, the rule that new released movies could first screening in cinemas for three month, then for streaming is the biggest amulet for movie theaters. Once this rule been broken, cinemas have to facing cruel competition from streaming medias. Before the rule is not been broken, theater owners have to figure out new ways to improve its services and create more ways get profits. Otherwise, the big depression of cinemas will in the near future. 

Transformers 4: Age of Extinction’s box office phenomena

Based on the data from Box Office Mojo, Transformers 4: Age of Extinction got grossed over $1 billion in global ticket sales. The Hollywood Reporter mentions that Age of Extinction was the first film of 2014 to earn over $1 billion worldwide box office sales. However, according to Box Office Mojo, the film only earned $245 in domestic box office sales. Given the fact that the film’s production cost more than $210 million, Transformers 4 cannot claim success in its domestic market.

The Hollywood Reporter also points out that Age of Extinction defeated Avatar become the first film surpass $300 million ticket sales in China. While China only has half the amount of screens as the US has, the film's sale in China is better than the US. Comparing the box office performance of these two markets, which shows the film was much more popular in China than it’s domestic market. Box Office Mojo shows that 77% of the $1 billion in box office sales for Age of Extinction came from its overseas markets. The domestic market only contributed it’s 23%. In Transformers 4, Michael Bay used more Chinese actors and actress and set some plot in Hong Kong. It cost more money to produce and promote the film overseas. All of these contribute its worldwide box office sales success.

Compared to the highly competitive American market, it’s easier to get higher sales in overseas markets. Series moves like Transformers and Iron Man all got their benefits overseas. However, Transformers 4’s success in the box office is not related its improvement in film art. Actually, I believe this kind of success in box office will slow down the improvement of American’s film industry and the development of film art. When the Hollywood producers realized the keys to getting success in overseas markets, they will pay more attention to how to please the overseas markets rather than improve its own production. That will lead the whole industry into a terrible circle.