Big Screen, Bigger Business
Movies don't pay for themselves - your money is the fuel that keeps film reels going 'round and 'round. The major film studios are churning out big budget blockbusters like never before. And every one of these celluloid juggernauts is a gamble. The studios don't simply want to recoup the cost of their films; they - like in any business - want to make money.
To that end, the masters of marketing have created what's known as the film franchise: a series of related movies (often trilogies) that are usually accompanied by product tie-ins. Marketers spend millions of dollars to convince the public that we really can't live without the DVDs, toys, soundtracks, and the complete set of collector's cups from Burger King.
On the low end of the extortion chain is The Matrix trilogy. Warner Brothers, the film's producer, doesn't seem to be soaking the fans of the movies - perhaps because die-hard enthusiasts were forced to wait four years between installments. But this year, fans will be treated to a double whammy of the movie series. The Matrix: Reloaded, is scheduled for release on May 15, and the third film in the trilogy, The Matrix: Revolutions, is slated to start its theatrical run in November.
With the average movie ticket price currently nearing the $6 mark*, the average American will pay about $18 to see all three films once on the big screen. Of course, true fans will want to see each film twice (at least), but that still comes in at under $40.
The Matrix still ranks as the top-selling DVD of all time, so the film's followers have already shelled out the suggested retail price of $24.98 for the first installment, and will subsequently pay about the same for each of the sequels - for a total of roughly $75. Warner Brothers also released a companion DVD, The Matrix Revisited, for $19.98. Presumably, they will follow suit with the other two films, so there goes another $60.
As far as supplementary Matrix materials go, the movie studio is holding back - at least for the time being. The Art of The Matrix hardcover book is available now for $59.95. Collectors' movie posters are also available from Internet sites like Nostalgia.com. The posters get pricey, though; the original teaser poster for The Matrix: Reloaded is going for $125, and the set of seven cast posters can cost upwards of $285.
Midway up on the film franchise expense barometer is The Lord of the Rings. Again, fans can expect to pay on average $18 to see each of the three films once during their theatrical runs. But the power of the Rings films is strong, and aficionados will undoubtedly crave more - much more.
For starters, The Lord of the Rings offers an official fan club (www.lotrfanclub.com) that costs $29.95 for the first year's enrollment and $24.95 for renewals. Members receive a subscription to the official fan club magazine and a 10 percent discount off licensed merchandise. Products range from artwork (postcard: $.45, poster: $8.09, lithograph: $18), to books ($22 on average) to food ($35.96 for an 18-pack of sour gummies). The product line also offers things like an $80 framed New Zealand stamp set - an item only true members of the fellowship might enjoy.
High up on the scale of film franchise financial gouging is the new Star Wars trilogy. This shameless marketing is vividly illustrated on the official website (StarWars.com) where the second button is a link to "shop," and the top news story usually features an update on the latest action figure.
But unfortunately for fans, the toys, games, gizmos, and gadgets associated with Star Wars are often just too cool to resist. After all, what kind of self-respecting Jedi junkie could pass on a $70 interactive R2-D2 that can dance, sing, and has an extendible arm that can carry a 12-ounce can?
Scott J. Smith is currently working as a freelance writer and Web designer in Central Florida.
*Average ticket price in 2002 was $5.80, according to the National Association of Theater Owners. The cost includes matinees and other cinema discounts and special offers.
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