Hollywood had always been a gambling business, but Jaws demonstrated it could be a big business less gamble. An executive no longer needed a great, or even good, script; he no longer needed an actual story (was Jaws really about anything?), only the requisite thrills—“set pieces” in executive-speak—and the advance approval of the marketing department to assure the bosses he was choosing wisely. The tail would wag the dog: As promotional costs ascended, budgets increased, decreasing the funds once available for script development and preproduction—components “fundamental,” Howard Koch Jr. said,
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