3.3 The value chain stages and power
From the wider business perspective, to develop a successful film, which is a product for an organisation, it is important to add value as the product goes through its life cycle. The best possible value can be achieved in the film development process by adding value at each stage. Porter (1980) classified the generic value added activities into two:
- primary activities which are classified as product and market related activities
- support activities that are related to infrastructure, technology, procurement, and human resource management.
Each film has its own life cycle, individually defined by many factors and negotiations, such as the following::
- Is it an existing brand or franchise?
- Are there any big stars in it?
- What audience would be drawn to this particular film?
- What is its potential to attract public support?
The answers to these questions often determine who has the most influence in the journey a film takes from idea to screen: who has the most power.