Studio executives in High Concept Hollywood have very short attention spans. When pitching a film idea, many believe if you can't do it in one sentence it is an unmarketable product. For example Planet Of the Apes (1968) starring Charlton Heston was pitched by producer Arthur Jacobs as "Moses Talks To Monkeys". Passenger 57( 1992) with Wesley Snipes was known as "Diehard On a Plane." Director James Cameron, despite a strong track record with films like Aliens (1986) and True Lies (1994) knew he would have a tough selling job after he went deep sea diving with Dr. Robert Ballard to glimpse the remains of the RMS Titanic. He became so emotionally involved by the experience that the sinking of the famous luxury liner in 1912 had to be the subject of his next picture. His pitch to the nervous executives at Twentieth Century Fox was," Romeo and Juliet on a doomed ship." There was a tense pause and Cameron said," Also fellas it's a period piece, it's going to cost $150,000,000 and there's not going to be a sequel." Fox, a studio which had known great success with both The Love Boat (1977-1986) TV show and The Poseidon Adventure (1972) was dubious about the idea's commercial prospects. But wanting a long term relationship with Cameron they gave him a green light.
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