And the Winner Is: Inviting Hollywood into the Neuroscience Classroom

By the early 1980s, mer- chandising was added to the mix, so tie-ins with fast-food chains, automo- bile companies, and lines of toys and apparel could keep selling the movie. Scripts that lent themselves to mass marketing had a better chance of being acquired, and screenwriters were encouraged to incorporate special effects. Unlike studio-era productions, the megapicture could lead a robust afterlife on a soundtrack album, on cable channels, and on videocassette. By the mid-1980s, once overseas income and ancillaries were reckoned in, few films lost money....