Digital distribution
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The document discusses the history of cinema distribution from its origins to the present digital era. It covers the classic distribution model where films were released first in cinemas, then television, and video. This generated the largest returns. It then outlines how new digital distribution models like Netflix and the "long tail" theory have allowed niche content to find audiences by offering a wide selection of titles. Producers can now self-distribute using low-cost online tools rather than relying on traditional gatekeepers like studios. Content can be accessed and distributed anywhere through portable devices in a new democratic model.
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Digital distribution
- 1. DIGITAL DISTRIBUTION From Cinema to Cellphone Fearless Seminar Series Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au
- 2. About this seminar About me A brief history of cinema The classic distribution model The emerging model The future model Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 2
- 3. About us Originally began trading in Sydney in 1991 Film and TV industry, media events, festivals and conferences Flickerfest in Sydney. BeatPix in Amsterdam Moved to Hobart in 1998 Operated the AFTRS state office for 6 years Incorporated as Fearless Media Pty Ltd in 2000 Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 3
- 4. A brief history of cinema 1895 Auguste and Louis Lumière invented the cinematograph, a portable, three-in-one device: camera, printer, and projector. By 1907 there were about 4,000 small “nickelodeon” cinemas in the United States. By 1920s Hollywood gained the position it has held ever since: movie factory for the world. By 1930s Television emerges in US then world. Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 4
- 5. AUSTRALIAN CINEMA First boom: 1910 saw 4 narrative films. 51 in 1911, 30 in 1912, and 17 in 1913 1970 Govt. funding + tax break = New Boom 1972: SA Film Corporation established 1975: Australian Film Commission was created 1975: Picnic at Hanging Rock (Peter Weir) and Sunday Too Far Away (Ken Hannam) 1979: Mad Max (George Miller) Crocodile Dundee (Peter Faiman, 1986), Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 5
- 6. Classic distribution Cinema release where largest cash returned Television release Video release In US, studios controlled the entire production chain Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 6
- 7. The australian Context No real studio system No large production companies Small domestic market with little chance of return Government subsidised production Threat of international content Opportunity of international markets The new level playing field Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 7
- 8. A brief history of the web 1972: ARPANet 1985: Internet emerges 1989: Tim Berners-Lee and CERN 1990: Archie, Veronica, Jughead and Gopher 1991: The first website goes live Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 8
- 9. The long tail Coined by October 2004 in Wired magazine Describes businesses that sell a large number of unique items in relatively small quantities. The distribution costs allow them to sell small volumes of hard-to-find items to many customers, instead of only selling large volumes of a reduced number of popular items. The group of persons that buy the hard-to-find items is the demographic called the Long Tail Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 9
- 10. Netflix Netflix established in 1997. Now has some 100 000 titles and 8.2 Million subscribers February 2007, Netflix announced billionth DVD Uses centralized warehouse. Distribution costs are the same for a popular or unpopular movie. Able to stock a far wider range of movies than a traditional movie rental store. Aggregate, "unpopular" movies are rented more than popular movies. Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 10
- 11. The tail of television Stations choose programs with high appeal to people in the profitable demographics. As the number of TV stations grows or splits through digital channels, target groups become niches, and the quantity of channels becomes less of an opportunity cost. Previously ignored groups become profitable demographics in the long tail. These groups along the long tail then become targeted for television programming that might have niche appeal. Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 11
- 12. The long tail and producers Long Tail has implications for producers of content, especially niche players. No longer controlled by publishers, studios, networks and record companies. New distribution model costs little and needs almost no buyers. Easy and cheap Web site software and the spread of RSS allows rise of smaller players and niche Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 12
- 13. the silent disco Distribution becomes infinitely accessible and portable. Anywhere, any time, any place The individual becomes the market. The silent disco effect is Generation C at its best Facebook, MySpace, Dodgeball Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 13
- 14. the portable film festival The new Flickerfest Solves the problem of signal-to-noise Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 14
- 15. The new democracy How to generate returns in a niche market of infinite distribution? Cost of production must be kept low. Understand the new market Create an opportunity Understand the New Democracy Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 15
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- Everyone wants their website to appear on the first page of the Google search results for a given keyword. This seminar will explain how Google’s search engine works and give practical advice as to how you can optimize your Google ranking, and increase traffic to your site.
- About this seminar As the web continues to grow, it becomes ever harder to be seen and heard above the noise of countless sites. So how can you be found? What makes Google rank your site higher than your competitors? While the essential technologies that make Google so effective are a well kept secret, there is much to learn about how to work with their search system and organise your site in such a way as to maximise your chances of being found. To be successful, you need to be well-informed and be prepared to make changes to your site that will effect your search ranking. In this seminar we aim to demystify the Google search process and explain their search guidelines in depth . By the end of the session you should have sufficient knowledge to make informed decisions as to how to to influence your page ranking with Google.
- Fearless Media incorporated in 2000 but our history in web design, development and strategic management goes back to the very earliest days of the web. Flickerfest, an enterprise of then Fearless Promotions, had a web presence in 1995, just two years after the very first websites began to appear. Fearless MD, Craig Kirkwood, was a developer with IBM’s Information Design and Development team in the mid-90s and worked for one of Australia’s first multimedia organisations, New Media Publishing in Sydney in 1997. Fearless has since developed hundreds of sites across a wide range of industry sectors are are leaders in training and consulting. Set up Hobart facility in 2003 Set up our Sydney facility in 2004 Set up Melbourne in 2005 Set up Canberra in 2006
- Vannaver Bush's As We May Think was published in The Atlantic Monthly in 1945 after WWII. He believed in free association of information - as in how the mind works. He proposed a fast, reliable, extensible, associative memory storage and retrieval system. He named this device a Memex. SMART informational retrieval system. Salton’s Magic Automatic Retriever of Text included important concepts like Term Frequency (TF), term discrimination values, and relevancy feedback mechanisms. Ted Nelson created Project Xanadu in 1960 and coined the term Hypertext in 1963. Developed a computer network with a simple user interface that solved many social problems like attribution. Didn’t take off... Advanced Research Projects Agency Network: ARPANet eventually led to the internet. Tim Berners-Lee is credited as the father of the web: "I just had to take the hypertext idea and connect it to the TCP and DNS ideas and — ta-da! — the World Wide Web". The first few hundred web sites began in 1993 and most of them were at colleges but the first search engine created was Archie by Alan Emtage, at McGill University in Montreal. The original intent of the name was "archives," but it was shortened to Archie. Archie became a database of web filenames which it would match with the users queries. Later, Veronica (Very Easy Rodent-Oriented Net-wide Index to Computerized Archives) worked on plain text files. CERN, the European Organization for Nuclear Research, is where it all began in March 1989. The first Web site built was at http://info.cern.ch/ and was first put online on August 6, 1991. It was also the world's first Web directory, since Berners-Lee maintained a list of other Web sites apart from his own.