(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
compared to Europe- became the center of cinema industry. In 1914, 90% of the films shown
in the world were French originated, in 1928 85% of the films in the world are American
originated (Derman,1995:38).
America using the cinema both as an ideological and an economic device during the
World War II and Cold War dominated the world cinema market with Hollywood made films.
As the number of the profit-oriented films Hollywood cinema made to maintain its dominance
in the market increased similar themes, stories were repeated and thus decreasing interest in
these films led Hollywood to seek new subjects. Hollywood making most of its income from
the films it exports tried to overcome its new subject problem and to preserve its position in
the market by using the cultural codes of Asian countries which potentially forms large
market for films. In this study, the birth of genres in cinema, sources of horror, the
development of horror genre in cinema were explain and in Turkish samples of horror films,
the influences of cinema narration supplied with traditional cultural codes of Far East Cinema
led to the emergence of significant changes in the narration form of general cinematic
discourse in horror type.
1.1.The Birth of Genres in Cinema
With the introduction of sound to cinema, the classical period of Hollywood developed
further as information transfer was based on dialogs. This period also accelerated the
improvement of national cinemas, as well. The language problem in film export was tried to
overcome with subtitle and doubling techniques. In this period, American cinema industry
makes use of a method called studio system, which is a system that enables the integration of
three basic branches of cinema industry: Production, distribution and management (Vincenti,
1993:52). With the establishment of studio system, different occupation groups began to
appear in the filed of cinema and developing expertise structure started to design films to
meet the needs of the market in line with the aim of getting the best commercial result. While
films were classified as A, B series, animation or documentary, they were also further
classified as genres under these classes. The scenarist scriptwriting which has began to
specialize in studio system brought about the design of scenarios using certain typologies.
From now on films were classified according to their themes, characteristics of heroes and to
the era they reflect on the curtain. The classification of films into kinds led to a new way of
the supervision of the films to appear on the market for the studio system. In this way, the
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