Miramax Films

Miramax Films is an independent film company that started more than 15 years ago with one film acquisition in release and that has developed into a major production entity for independent product. The company is now a subsidiary of Disney but operates as an independent entity within that company. This has created some tension because of the difference between Disney's conservative family image and the more daring product from Miramax, leading in at least one case to a protest against Disney by religious leaders who objected to a film about a sexually-obsessed Catholic priest. Miramax has produced the highly successful Pulp Fiction and has acquired a number of films that have been successful, notably The Crying Game. The marketing mix of the company is broad within the independent area, and it is likely to continue to be so and to be successful so long as Disney leaves the company alone and allows it to operate as it was when it was purchased.

Miramax Films started as an independent film production company that has since been acquired so that its films will be released by the Disney company, which has created some problems for them both. Miramax has remained an independent entity within the larger Disney corporation, though there has been speculation that this may not last if the boutique company continues to produce films that test the patience of Disney executives because they are difficult to market and bring associations to Disney tha

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m on videotape at a much reduced cost, while the original video release in traditional video stores still sells for about $100. Clearly, this antagonized video retailers. Video has made particular use of theatrical distribution as an advertising medium with certain classic titles that are reissued to theaters just before they are released on home video. The Walt Disney Company recently tested its ability to make money in theaters by releasing a film that was already on home video. The 1992 release of "Pinocchio" marked the first Disney animated feature to return to theaters after release on videocassette. It was believed that this release would be successful (as it was) because the video had sold only 700,000 units in the 19851986 period, in contrast to the 14.2 million copies of "Fantasia" sold last winter (Harris, 1992, D1). Theatrical distribution also serves as advertising for titles that have little chance in the theatrical marketplace at all, yet these films are distributed on a limited basis because video companies often will not release a film unless it has had theatrical distribution. This applies largely to independent film productions which have been sold to video companies for video distribution. The requirement s

Category: Film - M