High-concept 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 also "logline" (also known as "premise").