Meaning: Norman Jewison's quote sheds light on a prevalent issue within the entertainment industry, particularly in relation to the production and marketing of films targeting young male viewers. The quote reflects on the commodification of action and violence in movies and the portrayal of these elements as a product to be consumed by the audience.

The film industry has long been known for creating and promoting content that caters to specific demographics. In the case of films targeted at young male viewers, there is often a heavy emphasis on action-packed sequences, intense violence, and adrenaline-inducing narratives. These elements are strategically incorporated to capture the attention and interest of the intended audience, with the aim of maximizing box office sales and profitability.

Jewison's critique of this approach highlights a fundamental concern about the authenticity and artistic integrity of such films. By characterizing the content as something "that isn't valid," he raises important questions about the underlying motivations driving the production and marketing of these movies. Instead of prioritizing meaningful storytelling, character development, and cinematic artistry, the industry's focus on catering to specific demographics can result in the commodification of content, where films are treated as mere products to be packaged and sold to consumers.

Furthermore, Jewison's observation underscores the commercialization of filmmaking, where the emphasis on profitability often overshadows the pursuit of creative expression and originality. When films are marketed as products, there is a risk of prioritizing market trends and formulaic approaches over genuine innovation and artistic exploration. This can lead to a homogenization of content, where movies conform to established conventions and expectations rather than pushing the boundaries of storytelling and visual artistry.

Moreover, the quote prompts consideration of the impact of such content on its target audience. By framing action and violence as marketable commodities, the film industry runs the risk of desensitizing viewers to the consequences of these themes and perpetuating a culture of glorified aggression. The portrayal of violence as a commercial selling point can contribute to the normalization of destructive behavior and reinforce harmful stereotypes, particularly among impressionable young male viewers.

In a broader context, Jewison's critique invites reflection on the ethical responsibilities of the entertainment industry. It raises important questions about the role of filmmakers, producers, and marketers in shaping cultural narratives and influencing audience perceptions. By calling attention to the commercialization of films and the portrayal of action and violence as a product, Jewison advocates for a more conscientious and principled approach to content creation and audience engagement.

In conclusion, Norman Jewison's quote serves as a thought-provoking commentary on the film industry's approach to targeting young male viewers through the promotion of action and violence. It underscores the need for a critical examination of the relationship between commercial interests and artistic integrity in filmmaking. By highlighting the commodification of content and the potential implications for audience perceptions, Jewison's perspective encourages a reevaluation of the values and priorities that shape the production and marketing of films.