The term is often applied to films that are pitched and developed almost entirely upon an engaging premise with broad appeal, rather than standing upon complex character study,
cinematography, or other strengths that relate more to the artistic execution of a production. Extreme examples of high-concept films are
Snakes on a Plane and
Sharknado, which describe their entire premises in their titles. A movie described as being "high-concept" is considered easy to sell to a wide audience because it delivers upon an easy-to-grasp idea. This simple narrative can often be summed up with a single iconic image, such as the theme park logo from
Jurassic Park. Along with having well-defined
genre and
aesthetics, high-concept films have marketing guidelines known as "the look, the hook and the book". • The
look of the film is simply how visually appealing it is to the public, usually before its release.
Jurassic Park would show the world dinosaurs as they had never been seen before. • The
hook is the story the film is trying to sell to its audience. Everyone wanted to know how dinosaurs could walk the Earth again after being extinct for 65 million years and how they would coexist with people. • The
book can be labeled as all the merchandise made to help promote the film. The merchandise in
Jurassic Park was destined to sell well, with people wanting the
T-shirts and
lunch boxes that were shown for sale within the movie itself, with similar merchandise later to be sold at
Universal Studios in the gift shop connected to the
Jurassic Park ride. ==Commercial benefits==