Space Jam raked in $230,418,342 in box office with just an $80 million budget,
but for the film the earning didn’t stop there. Space jam was heavily marketed
with so much merchandise from all sectors within the film, for example, during
the 90’s Michael Jordan was ‘the’ worldwide basketball star and had his own fan
base separate to the film, (Chicago bulls fans), warner brothers who made space
jam had their own fan base because of the loony tunes, (bugs bunny, daffy duck
E.T.C.), and all of these factors combined to potential millions of dollars in
merchandise, some of the items included, Space jam basketballs, NIKE got involved
and released a pair of shoes worn by Michael Jordan in the films, there was two
video games, a pinball machine, action figures and plush toys of the
characters, and this is just some of the merchandise there was endless amounts
of themed products to buy. The advantage of the merchandise was that there was
a vast mix of fans and warner brothers accommodated the merchandise to fit this
demand.
In the lead up to the
film warner brothers created something very new to the market in terms of
advertisement for a film, the internet was only just starting to become popular
in the 90’s and warner brothers took this opportunity to create a website based
on the upcoming film, the website would be considered very basic now but for
the time it was new and exciting for fans as it was different. The website
contained links to a theatrical trailer, information about the film, a section
for kids, a link to several merchandise stores and links to flash games. This
new approach to marketing the film created an exciting and eager build up for
the fans; as well as the merchandise the website was created to accommodate for
the variation in fans, for example it was orientated just as much for child
fans of Loony Toons as it was basketball fans of Michael Jordan/Chicago bulls,
and this created a bigger overall fan base.
As well as having references from other warner brothers television shows, the
film included several references or ‘intertextuality’ from other films or
television shows, two of the main films referenced in there is pulp fiction and
ghost busters, the reason there are so many references in films is it because
it opens up a level of banter for different audiences watching the film, for
example, adults taking their kids to see the film, it offers them banter that
they will understand and therefore increase the market potential for the film.
Fan culture within space jam was split into two main groups, firstly, fans of
warner brothers/ loony tunes, and secondly basketball/ Michael Jordan fans.
Warner brothers had to accommodate space jam for existing fans of loony
tunes/Michael Jordan, for example, a child would see the film because they love
bugs bunny, or an adult would see space jam because they are a fan of Michael
Jordan. The aim was to bring the current fan groups into a new fan base; this
could have been through different forms of advertising. For a child who loves
loony tunes they may see the trailer on the television channel, in which they
watch loony tunes, but for an adult who would prefer the basketball side of
things they may see a poster such as the one below that portrays a more serious
look to the film and may appeal to an older audience than the children.
The idea of test
screening is not as popular now as it was during the 90’s, a test screening is
where the company offers around 200 people to watch their film before it is
released in cinema, these people were chosen at random. The companies went by
the rule that if 70% of the audience didn't like the film then there
was something wrong with it, and they got feedback on what the
audience didn't like and changed it; space jam was not changed from
the original cut, as the test screening was successful. The reviews of
space jam on public release were different on the other hand; 35% of critics
liked it and 57% of the audience liked it. The reason the rating were so low
was based on several critical opinions, firstly, Janet Maslin, a well
know critic said, ‘visually, it's a mess: the
attempts to blend 2- and 3-D animation with live-action and computer-generated
images produce scenes that are fuzzier than the storyline', this view was also
backed up by Rob Vaux who said,’ This film was
made very quickly by animation standards, and the haste shows’, these were two
views of critics, but members of the public said things such as, ‘Cute,
rambunctious, generally amusing rather than outright funny, this clever mix of
live action, highlighted by the unequalled skills of basketball superstar
Michael Jordan, and animated Looney Tunes antics will be a must-see for kids’,
there is a clear confliction of views, some people, (mainly critics in this
case), are looking at the film from a technical aspect where as others are
looking at it from a children’s point of view, so maybe the ratings do not
reflect what people think of the film as there are so many different ways
people could look at it and different aspects it could be judged on, as mentioned earlier,
the film had to accommodate for two existing fan groups, Michael Jordan fans
and loony tunes fans so there are going to be endless different views/fan
groups on the film; so for me personally the reviews don’t do the film justice.
After the film had been released in all cinemas they began to release VHS
copies, the first VHS copy was released in 1997, the first DVD copy in 2003, a
special edition in 2008, and then a Blu-ray copy in 2011. The reason there were
so many re-releases is because they tried to get every possible bit of income
possible, an example of this is a re-release on each new playback platform, for example, they released a VHS copy which was the original, then a DVD and DVD special edition when DVD was the main platform and in 2011 they released a Blu-ray format to accommodate to the new technology.
Assimilation
is how popularity of a film is judged and where the popularity can be measured,
back in the 90’s not many people had access to the internet and therefore had
to go by word of mouth, reviews in magazines/papers and so on. Now we have
access to the Internet in so many different forms, mobile, tablet and pc. A
website such as rotten tomatoes uses a rating system for films where there is a
percentage of critics that liked it and a percentage of public viewers that
enjoyed it; this gives people a better understanding of people’s opinions of
the film.
Space
jam is the highest earning basketball film that has ever been made, the CGI for
the time was exceptional, and the film and all merchandise made $230,418,342 in
total and still a loved film of children and adults today.