Includes bibliographical references (p. [203]-225) and index.

1. A critical redefinition: the concept of high concept : The entertainment industries on high concept ; The critics on high concept ; Economics, aesthetics, and high concept as "post" classical cinema ; Micro- and macro-analysis: style, marketing, and differentiation of product ; "The Look, the hook, and the book". -- 2. Construction of the image and the high concept style : Advertising as an influence on style ; "You've got the look": perfect images in high concept ; Stars and style ; Music as an element of style ; Excess in high concept: the promotional music video ; The high concept image: character types and genre ; Style, classical Hollywood, and the art cinema. -- 3. High concept and changes in the market for entertainment : The marketplace and traditional definitions ; Conglomeration and film content: the roadshow, the youth picture, the blockbuster ; Uncertainty in the marketplace: the development of the contemporary industry structure ; Differentiation of product ; High concept as product differentiation. -- 4. Marketing the image: high concept and the development of marketing : Changing distribution patterns ; Awareness marketing: high concept in print ; Maintenance marketing: selling through music and product ; Merchandising and ancillary tie-ins. -- 5. High concept and market research: movie making by the numbers : The growth of market research ; The model of market research within the film industry ; Case study: determining boxoffice revenue ; Theorizing the positive influences on boxoffice gross ; Specification of the model ; Estimation of the model and results ; Manipulation, control, and high concept ; Factors influencing the decline of market research. -- 6. Conclusion: high concept and the course of American film history : The transformation of the auteur ; Television and the ideological agenda of high concept ; The alternatives to high concept.

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