1. Paranormal Activity is widely known by audiences across the globe, with a
total of five films produced. The Paranormal series has become
increasingly popular and therefore produced huge success within the box
office. However the initial film of this horror series, highlights how
ownership affects the films success and the overall reception from
audiences.
Paranormal Activity was introduced to audiences in 2007 as an
independent film. The film was written, co-produced, edited and directed by
Oren Peli - who had no training in cinematography. Peli’s production stage
consisted of an unknown cast, one main setting of an apartment rented by
himself and used basic film equipment. There was no real script for his
cast, but instead told them the basic plot of his film and therefore left them
to improvise, also known as retroscripting in the world of film and theatre.
Additionally the camera was often left on a tripod to reinforce the home video aspect of the
film. His lack of camera equipment and structured script did however act
in his favour to produce the film in a natural, real life approach. It took him
two weeks to film, day and night, with a budget of $11,000.
The film was first exhibition at Screamfest Horror Film Festival in the
United States in 2007. The film circled US film festivals from 2007 up until
2009 when one of the big six noticed the potential in the film. Paramount
bought Paranormal Activity and its potential sequels for $350,000. Prior
to this we can understand that the film wasn’t portraying much success,
due to it’s limitations of being an independent film company. It wasn’t until
Paramount bought the film and distributed it, it became a profitable film.
Paramount noticed the audiences attracted to the film - young people - and therefore initially
showed the film in colleges. 11/12 dates sold out at these American colleges, which showed
how this film could progress. Paramount used virtual marketing by asking the public to
demand one million responses for the fim, for it to be released nation wide. This was done
using ‘eventful.com’ a website frequently used by those of a younger generation. The
responses for a wide release hit over one million and thus Paramount fulfilled the audience's
demand. Nonetheless, during the process of exchanging the owning rights from Peli to
Paramount, Paramount demolished the original ending and developed three new endings.
One was show in cinemas and the other on the DVD, however the third was deemed to
brutal and complex to shoot. Paramount also included a 15 minute tribute to those who
demanded the national release at the end of the DVD.
Paranormal Activity is said to be the most profitable film,
collecting $193.4 million at the box office. The film is also
available on modern film exhibitions such as Netflix and
Amazon Prime. Paranormal Activity has continued to produce
six sequels, which Oren Peli helped to produced however
directed by Steven Spielberg and distributed by Paramount. The film remains individual by
no additional merch or video games etc.
2. This film shows how the change in ownership determined the change in success of the film.
It begun as an independent film, by Oren Peli however it is clear to see the film was not
achieving much attention, until it was owned by Paramount. Paramount, as we know is one
of the Big Six, therefore this reinforces the idea of how these film companies dominate the
film industry. Hypothetically, if Oren Peli was to decline the buying offer from Paramount, the
film would have most likely been forgotten about, and not achieved this much attention from
audiences to the extent it has created six sequels, especially as the film had already been
exhibitioned at numerous film festivals in the US for two years prior to the buy. The
consequence of selling his film, Peli’s original ending was changed and his authentic
retroscripting and home video camera was challenged with structured scripts and
professional camera and film equipment. However they did remain his home movie
approach throughout each six films, and followed this through in their trailers. This shows an
identifiable link between the movies and their trailers to audiences.
Additionally, despite this film signifying the need of a Big Six company
in order to achieve audiences, isn’t always the case. Independent films
have become great success at the box office and with audiences. For
example The King's Speech is an independent British film, which was
claimed the most successful independent british film ever. It also
received 12 oscars and 14 baftas awards. However majority of the time
we must understand that these major film companies, do control the
film industry, and often majority of these films produced, which is
evidently shown within this case study of Paranormal Activity.
