In Hitchcock’s Films, Robin Wood's seminal study of several of the American films of director Alfred Hitchcock, Wood opens the book by asking what at the time, was a very important question, why should we, he asks, take Hitchcock seriously? Richard Maltby opens his book on Hollywood cinema, Hollywood Cinema (Oxford: Blackwell, second edition, 2003) by asking a similar question. Why should we take Hollywood seriously? While Wood argued for taking Hitchcock seriously to sceptics for whom Hitchcock could not be taken seriously because he worked in a commercial medium,
In the “Histories” section of the book Maltby takes readers on a journey from the Hollywood of the Classic era of 1910 to 1948 with its vertically integrated studios that produced, at least in its big studios, A pictures, B pictures, shorts, newsreels, cartoons, and distributed and exhibited their product, to the Paramount decision by the US Supreme Court, a decision that marks the end of the classic Hollywood era since it forced Hollywood to divest of its theatres and made it easier for other companies to distribute product. Next Maltby takes us to the era of the New Hollywood from 1948 to the 1980, a period characterised by roadshow films and spectaculars like Ben Hur and Jaws, and an increasing reliance on expensive advertising. Finally Maltby takes us to the era of the conglomerate Hollywood since 1980, with its, studios as distributors of largely high stake big budget spectacles, its big and spectacular advertising budgets, and its horizontal integration or “synergies”, an era that also brings us full circle back to the age of vertical integration.
In the technology chapter of the “Histories” section Maltby takes aim at a prominent theoretical approach to film and Hollywood cinema since the 1950s, Bazinian realism. While Bazin argued that technological changes were the product of Hollywood’s seeking after increasing realism, Maltby instead argues that Hollywood realism, such as it was (movies cannot, as Maltby notes, be fully realistic given their manipulations of time, space, narrative, and performance) and is, was the product of technological developments that were not teleological but piecemeal and which ebbed and flowed. These technological innovations, Maltby argues, had to do one thing, they had to fit into the dominant industrial, hierarchical, and aesthetic practises of Hollywood. Technological changes such as sound, colour, widescreen, and digital forms, the four case studies Maltby offers, had, in other words, to intersect with preexisting and standardised, routinised, rationalised, and bureaucratised (all these, as Max Weber notes, were was central to mass business and American mass corporate capitalism) Hollywood genres, styles, and editing strategies. The moral of this story seems to be that the more Hollywood changed the more it had to stay the same.
Next in the Politics chapters in the "Histories" section Maltby argues that Hollywood has generally preached the gospel of political neutrality. He also notes, however, that at certain times the social problem film, for example, has been significant in Hollywood. It was significant, as Maltby notes, during the New Deal and the post-World War II era, despite the McCarthy witch hunt. It was also important, as Maltby tells us, during World War II when Hollywood, just like the US, went to war with its allies including the USSR against the evil Axis nations. Finally, Maltby rightly notes that though Hollywood has typically sought the widest possible audiences for its films in order to maximise profits Hollywood is also embedded within a culture in which ideology, the fetishisation and universalisation of capitalist economic notions and notions of American exceptionalism, are present and universalised.
Something else Maltby takes aim at in the “Histories” section of the book is auteur theory, the notion that there are film authors, mostly directors, who have worked within the Hollywood industrial and profit making machine. Emphasisng that Hollywood is a dream factory, Maltby raises questions about the auteurist theory that has dominated film theory into the 1970s and which has continued to prove a useful way of organising the study of Hollywood ever since.
In the “Conventions’ section of Hollywood Cinema Maltby explores how Hollywood uses space, time, performance, and narrative to produce the product it wishes to sell to consumers. Maltby argues that Hollywood strategies like camera placement, the centring of shots, “invisible” editing, star personas, the emphasis on action, self-censorship, and reading movies between the lines, to note a few examples, are means that Hollywood uses to manipulate audiences into purchasing and watching their product often a second time. Along the way Maltby argues against the crystal ball textualist approach to film, one that assumes everything you need to know about a text is in the text (an odd kind of contextualism) noting that film is not a text; it moves.
In the final section of the book Maltby explores the history of criticism and scholarly analysis of Hollywood product. He divides this section of the book, Approaches, into two parts: Criticism and Theory.
I was quite impressed with Malby’s book on Hollywood cinema. That said, and in the critical spirit of F.R. Leavis and Robin Wood I had several buts. I would like to have seen more discussion by Maltby of tone (melodrama, drama, tragedy, comedy, satire, parody) in Hollywood movies, aspects of the movies that are just as important as genre. In fact, I think many of what are thought of as genre forms are actually tonal forms.
I did not find Maltby’s argument against auteurism, an old argument, by the way, one which parallels the main criticisms of auteurism during the 1950s and 1960s, namely, that Hollywood was too commercial to have an author, compelling. Hollywood, as Robin Wood notes, can be both a commercially oriented medium engaged in commerce and still have a few authors, like Alfred Hitchcock and Frank Capra, working within it.
Maltby could have done a better job of exploring how Hollywood’s economies of scale have helped it become successful in overseas markets and how its restoration of control over exhibition in the United States has squeezed not only foreign movies out of the domestic market but domestic “independent” films out of the marketplace. Remaking foreign movies, of course, was and is also a strategy Hollywood has used to squeeze foreign movies out of the market (something Hollywood TV has sometimes done).
I liked Maltby’s contention that different groups of spectators read Hollywood films differently, some read them more literally and fundamentalist like while others read them, as Hollywood also intended, between between the lines. Reading between the lines, however, requires a degree of cultural capital and different caches of cultural capital exist leading to different readings of these between the lines. Some spectators pay attention to mise-en-scene (cultural capital acquired via schooling) others pay almost exclusive attention to special effects (the effect of socialisation to the popcorn spectacle movie). Maltby could and should have paid more attention to the issue of cultural capital and the different degrees of cultural capital readers have.
Maltby could have done more exploration of qualitative and quantitative studies of how audiences actually read film texts. Speaking of how audiences “read” texts, while I liked Maltby’s discussion of the literal and “sophisticated” readings of the film Casablanca his reading of the readings of the film is too simplistic. Many readers of Casablanca today on YouTube, self proclaimed reactors, don’t know enough about World War II to grasp the propaganda, Rick as a metaphor for the US, in the film, while others literally hate Ilsa through much of the film because they do not pay attention to her gestures and her mention that she thought her husband Laszlo was dead. I should also note that many “readers” of Bringing Up Baby read the film literally and not between the lines and criticise it for being ‘unrealistic”. Many readers of the film, in other words, are embedded within ideologies of realism, something prominent in amateur film “criticism” these days, and aren’t “entertained” by Bringing up Baby's comic and intentional unrealism. Additionally, given the historical amnesia of many “readers” they don’t really comprehend how Hollywood movies were made for maximum consumption and could and were sometimes read against the Code since they aren’t really aware of the Code.
All that said Hollywood Cinema is one of, it not, the best English language introduction to Hollywood I have ever read. I agree wholeheartedly with Maltby that academic criticism has generally become not only too focused on aesthetics and dominated far too often by notions of political and ideological correctness. I wholeheartedly applaud Maltby for doing something too many of these academic critics don’t do; focusing on the industry, the dream factory, that produces films in order to make profits and the means (genre, narrative strategies, use of space, manipulation of time, performance strategies) it uses to produce films that appeal to audiences, mostly 14 to 25 year olds in the post-Jaws and Star Wars era. I agree with Maltby that Hollywood has tried to insulate itself from governmental interference in its affairs not only through lobbying efforts and through self-regulation but by making its films ambiguous enough to be appreciated and read in multiple ways by those who go to see see Hollywood films. And, as I said earlier, I liked, really liked, how Maltby argued that spectators were central to Hollywood’s strategies and that movies were made to be “read” literarily, akin to how religious fundamentalists read the Bible (if selectively) and more complexly by readers with more expansive degrees of cultural capital. I appreciate Maltby’s contention that Hollywood has sold the American dream and the notion of American exceptionalism to audiences at home and abroad. In general, I think Maltby deserves praise for his descriptive approach, his sociological, ethnological, historical, physiological, anatomical, and cognitive science approach to Hollywood cinema, something often lacking from both film criticism and film scholarship these days and, therefore, something which is much needed. Kudos. Very, very, highly recommended despite its sometimes too reductionist economic approach. It must always be remembered that the infrastructure that undergirds economic ideologies is cultural.






