Over the last couple of years, movies have been highly ranked. A large number of people are noted lining up to buy tickets, but the big question is, are they lining up for a good movie or just the idea that every movie from a famous studio with famous characters in it is a good movie. According to Kael and Lumet, art has been dominated by commerce. It’s no longer a classification of a film based on creative writing, but it is based on how much money the movie is going to generate. In his book of “thinking fast and slow” Kahneman’s argues on what creates quality. In his writings, he explores how intuitions and formulas are beneficial in creative creations. Intuition refers to the use of experts in production and prediction of content while formulas apply to the use of specific criteria in creation. Kahneman’s thinks that experts try to prove how clever they are and in most cases are wrong, and they end up producing poor quality creations that may not sell. He, therefore, prefers formulas to intuitions. Human decision making has proved inferior to formula prediction. In their criticism texts, the two authors Kael and Lumet, have argued how the two factors, intuition and formulas, influence today’s arts and commerce. The two explains how movie producers and studios are not interested in the quality of the movie but how much it sells.
According to Kael, movie making has shifted from art creation to commercial business. In the title of his book, asks why movies are bad in the current days or could it be because of the numbers being produce. “why are movies bad? Or the numbers. This he meant that movies had lost their captivating nature. A good script is considered as one that features a famous actor or has been produced in a legendary studio. If a text does not contain a specific phrase that attracts the audience, then its probability of selling is reduced. Young actors may play a role so well in a movie, but because he/she is not famous to the audience, then he is considered irrelevant in the play. In this case, kael depicts how intuition has failed most movies. Experts have been used to decide the cast members and how the script should read. This makes the film less captivating and not worth wasting your money on a ticket. If for instance, a formula was applied in selecting the cast members with the acting skills that fit the movie, then it would be a movie worth watching. A good film should not be judged based on famous actors involved in the play.
Lumet argues, on the other hand, that studios too have a role to play in the selling of the movie. He says that film doesn’t necessarily sell because of the stars in the film as executives think. According to him, there is a conflict between the use of formula in making decisions. Most of the executives use stars who are so expensive that their salaries may be enough to finance the production. The members of the cast do not need to be famous for the movie to hit. Also, even as they employ a formula in previews, Lumet doesn’t see the need of wasting money in a production that will require changes after the audience’s preview. He argues that the script writers and the production team should consult themselves and make any necessary changes before the movie is released.
Furthermore, the formula used in selecting audiences is not right. Why would you choose a teenage audience just because a teenage star is in the movie for an old century movie? If such a criterion is used, then most probably the production team is going to receive inappropriate feedback from the audiences. Every movie audience has a target audience. If the setting of the movie is in over 50 years ago, then the viewers should be people of 40 years and above. In this case, lumet depicts how intuition can be
On the other side kael, states that some of the factors that have contributed to the production of bad movies are that most movie companies are headed by cooperates. These cooperate main focus is that the movie sales. Even when a scrip writer tries to convince them on how the script should be written, they disagree. They want their writing to be in line with a recently highly sold movie. The cooperates maybe business geniuses but are virgins in the field of art. They should, therefore, not ruin the quality of the film by thinking that they are more knowledgeable than the artists since they were capable of running their businesses. This shows how much intuition failed in the art industry because of people prioritizing money.
Kael also depicts how intuition has negatively affected the art industry by bringing to light how studios have failed.if; for instance, a cooperate takes a hundred movies to the studio for production. The studio only approves about fifty but produces all of them anyway, and in the process, only two films become hit movies the studio will take all the credit. Instead of creating what is only relevant, it collaborates with the cooperate to produce something that is of poor quality. Apart from that in past years, rotten pictures have known to generate more money. Therefore most studios are striving to produce scenes that have a rotten picture with the aim of making more money. Even where the nasty picture doesn’t fit, they force it to attract audiences. This shows how much human decisions are applied in production. Otherwise, if a formula was used only a few scenes that necessary need to have the pictures can have them.
Once in his writing, Lumet realized that studios sell their movies using names or phrases that are not even featured in the film. They would advertise a movie using names of stars or also known phrases that are not part of the movie. This has dramatically affected the art industry. Why would you confuse the audience with greed for money? 5the decision on how to market the film was made intuitionatively based on how a previous movie that had featured the star or had mention a specific phrase had sold. According to Kahneman if the decision is made based on a formula, in which he gave five scales, then the probability of the movie selling is higher. This shows how much intuition has resulted in adverse decisions that affect the quality of movies being produced.
In conclusion, over the past years, art is slowly being overwhelmed by commerce. Initially, most of the corporates who venture into the art industry did that for the life of movies. Things have, however, changed, art has been made a business. Intuition is being used in decision making. That is why most of the film is writing their scripts and selecting cast members based on previous experience. Human decisions are being used to decide on how a movie should be scripted, actors, production and finally advertising and selling. If for instance a formula was used in determining then it would have saved art and protect it from being commercialized. Although intuition may be applicable in intricate pieces of information where formulas are appropriate, they still are not accurate. If for instance, you are asked on an opinion on something more than once, your replies will vary different times. The reason why art is being dominated by commerce is those intuitionist decisions. Although formulas may not be applicable in the art industry, they are accurate in predictions since they are not affected by assumptions and forecasts.