The Lord of the Rings: Fellowship of the Ring
The Lord of the Rings is one of the biggest film projects that were ever brought to the screen, because of the popularity of the novels, amazing filmmaking techniques, and the high-profile marketing strategy of the studio (new Line Cinema). From its screenplay to its trailers, Lord of the Rings is a perfect example how a picture is produced as High Concept film, one that has influenced many others. In 1997, director Peter Jackson won the rights to The Lord of the Rings and made a deal with New Line Cinema to produce a trilogy based on the three books. On paper The Lord of the Rings appears to be the perfect High Concept film, a big budget, preposterously expensive and expansive sets, an amazing film score, and epic battles. Even though the film was created for success and money making and seemed to have a good chance to be a success, however, it still was a gamble. Jackson brought new elements to the High Concept strategy. He started with not using any big name Hollywood stars. All of his actors were well established but they were not the big box office magnets of the time. It somehow helped the film to establish its own identity and not be carried by or relying on a big name. Marketing:
Target Audience LOTR was aimed at a more mature audience because the subject matter was quite a bit uninviting and adult in theme. It is aimed at teenagers mainly men due to the fantasy theme of wizardry and the villains being big and ugly. They would be fans of other films such as Star Wars or Star Trek. |