refers to the saleable or marketable elements of a film; a high concept (actually low-concept in practice) refers to a film's main premise expressed as a simple formula in just a few words (as a one-liner) that can be easily understood by all; this idea portrays a shallow, condescending attitude toward undiscriminating film audiences by Hollywood's marketers and often results in having film content controlled by what appeals to the lowest common denominator type market; see alsologline (also known as premise)