5. Old World $
• Play festival
• Sell to distributor/broadcaster (s)
6. Old World $
• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
7. Old World $
• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
• They sell to audience
8. Old World $
• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
• They sell to audience
• Who pays for the film
9. Old World $
• Play festival
• Sell to distributor/broadcaster
• Advance
• Percentage of revenues
• They sell to audience
• Who pays for the film
• $ to distributor
• $ to filmmakers
• $ to investors
10. Old World $
• Play festival
• Sell to distributor/broadcaster
• Advance
• Percentage of revenues
• They sell to audience
• Who pays for the film
• $ to distributor
• $ to filmmakers
• $ to investors
• Everyone is happy....
11. Old World $
H
• Play festival
T
• Sell to distributor/broadcaster
• Advance
Y
• Percentage of revenues
M
• They sell to audience
• Who pays for the film
• $ to distributor
• $ to filmmakers
• $ to investors
• Everyone is happy....
13. Old World $
Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
14. Old World $
Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
15. Old World $
Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
They sell to audience Hopefully
16. Old World $
Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
They sell to audience Hopefully
Who pays for the film If theaters book it or buyers buy
17. Old World $
Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
They sell to audience Hopefully
Who pays for the film If theaters book it or buyers buy
$ to distributor But, marketing, P&A, staffing, cross-
collateralization, fees, delivery
18. Old World $
Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
They sell to audience Hopefully
Who pays for the film If theaters book it or buyers buy
$ to distributor But, marketing, P&A, staffing, cross-
collateralization, fees, delivery
$0 to filmakers
$0 to investors
No one is happy...and you don’t even own
your film anymore
21. Disruptive Innovation
Disruptive technology and disruptive innovation are
terms used in business and technology literature to
describe innovations that improve a product or service in
ways that the market does not expect, typically by being
lower priced or designed for a different set of consumers.
Clayton Christensen via Wikipedia
22. It’s not until the tide goes out until you see
who’s wearing the swim trunks
- Warren Buffett
42. Creating context is more
important than creating content.
The greatest creative and business
opportunities are everything
around the content
Taylor Davidson
47. People spend their money,
time and passion to better
their lives, not to better
yours. Accept it. Remind
yourself of this mantra
every time you create,
market and deliver a
product or service, and it
will make you focus on
exactly why someone
should spend their money,
time and passion on you.
Taylor Davidson
58. Multi-Modal Practices
Platforms
Theatrical Events
Nontheatrical (incl. fests) Games
Educational ARG
Broadcast Interactive
DVD Experiences
VOD/EST Apps
Online + Viral Content Marketing
Piracy/Peer to Peer PR
Territories Print
Mobile/Portable Devices Merchandise
Windows Other....
59. Multi-Modal Practices
Platforms
Theatrical Events
Nontheatrical (incl. fests) Games
Educational ARG
A
Broadcast
U Interactive
D
DVD I Experiences
E
VOD/EST N Apps
C
Online + Viral Content Marketing
E
Piracy/Peer to Peer PR
Territories Print
Mobile/Portable Devices Merchandise
Windows Other....
60. Multi-Modal Practices
Platforms
Theatrical Events
Nontheatrical (incl. fests) Games
Educational ARG
A
Broadcast
U Interactive
D
DVD I Experiences
E
VOD/EST N Apps
C
Online + Viral Content Marketing
E
Piracy/Peer to Peer PR
Territories Print
Mobile/Portable Devices Merchandise
Windows Other....
66. The biggest problem with most
projects, and with the industry
generally, is a total disconnect from
the audience.
We need to put as much creativity and
work into <thinking about, learning
about/from, developing> our audience
as we put into creating our stories.
For lack of a better title...
Thanks to Liz and Tishna and sponsors
First things first, we have to realize that the model is broken - pretty much all the business models for film have changed dramatically if they haven&#x2019;t broken all together
the usual model is completely broken
hard to make money, make a living
hard to make money, make a living
yet still, films were made. Well, the first thing you have to realize is that digital has been a disruptive innovation on the field. it completely transforms everything we do. music biz example, trouble embracing the new so lose out
But more importantly, it has also exposed many a bad business model - let&#x2019;s face it, film has always been a bad business subsidised by governments or the new clueless investor or family member with money. It has rolled back the tide on many bad business models and changed them fundamentally. also, these behaviors aren&#x2019;t new - these aren&#x2019;t new behaviors but what people wanted to do all along
we can&#x2019;t operate in an analogue world anymore - the single biggest problem facing the industry is that so many people want to think that his is a cycle that will pass, that things will go back to normal, that digital is the same as analogue and we can adapt it to our existing models
but it&#x2019;s a fundamental shift and we&#x2019;re ill-fitted to the task if we try to cram digital economies into our old way of thinking
we&#x2019;re in a whole new paradigm and business models are changing overnight in every industry.think about it, newspaper advertising and classifieds were a multi billion dollar industry and craigslist came along and tidied that up into one profitable 100 million company. the changes here will be just as profound
But we need to step back and look at a 50,000 ft level at what has changed Indeed the very notion of value has changed.
in the old world, the business was built on scarcity, but today we have ubiquity
in the old world, the business was built on scarcity, but today we have ubiquity
in the old world, the business was built on scarcity, but today we have ubiquity
what matters is my attention
what matters is my attention
and engaging me, and keeping me engaged, is ever more valuable
and engaging me, and keeping me engaged, is ever more valuable
becoming more participatory, a conversation
becoming more participatory, a conversation
they want an authentic, true engaging experience
it has to be convenient, immediate, because when I have things competing for my attention, I will move on
importance of localism - huge movement, in terms of locavore, etc, but also tribe - connecting with others is sooo strong
I also like being rewarded
multiple access points, transmedia -
we like to say it&#x2019;s all about content, but it&#x2019;s really all about context - it&#x2019;s about the context built around the content, the experiences I can share, the way it is placed, etc
data hugely important, but often not accessible to filmmakers and many aren&#x2019;t keeping it - it&#x2019;s the new oil
There&#x2019;s an old marketing theory that says people don&#x2019;t go to store to buy a &#xBC;&#x201D; drill, but because they want a &#xBC;&#x201D; hole. don&#x2019;t go to the store to buy a hammer. They go there because they want to hang a picture, to get something done, and the hammer just helps them do it.
I love seeing a movie in a theater, but let&#x2019;s face it &#x2013; that was a tool for Hollywood to pack as many people into one space and make money off their desire to escape. It was a tool to have a fun night out, but it was only one tool.
these aren&#x2019;t new behaviors but what people wanted to do all along
We now have new tools, and we can&#x2019;t fight it, but need to embrace them to our benefit. The audience wants to build something &#x2013; they can get your hammer for free, or you can give them a reason to buy it. They also want to interact with you in new ways, so use these tools to your advantage. People can collect around your film, watch it and interact with it in new ways now. And we have new ways of reaching them and engaging them.
people spend money to better their lives not yours. focus on the audience, always. this is also true for your potential business partners....they aren&#x2019;t doing this because they want to help you. Even foundations and government have other motives
so how do we monetize this stuff
blow it up/apart, invent new methods - that is the ideal thing to do
unfortunately, we live in reality, in a hybrid space
unfortunately, we live in reality, in a hybrid space
unfortunately, we live in reality, in a hybrid space
unfortunately, we live in reality, in a hybrid space
unfortunately, we live in reality, in a hybrid space
unfortunately, we live in reality, in a hybrid space
unfortunately, we live in reality, in a hybrid space
unfortunately, we live in reality, in a hybrid space
How do we avoid sudden death?
mix old and new models
what does that mean? i call it multi-modal business practices, multi modal optimization
we know about multi-platform, but each platform now might have it&#x2019;s own finance structures and partners, and some may go across multiple areas
Different platforms
Different platforms
Business models, and each has subsets
way of thinking about it
we know less about audience than any other industry; we ignore what they tell us (not pay per use); we spend less time thinking about them; few people focus on it in plans and it is the only thing that matters
we know less about audience than any other industry; we ignore what they tell us (not pay per use); we spend less time thinking about them; few people focus on it in plans and it is the only thing that matters
Keep budgets low 250-500K max; raise enough to distribute and market
Keep budgets low 250-500K max; raise enough to distribute and market
peter dekom - creativity, deal making and marketing
peter dekom - creativity, deal making and marketing
peter dekom - creativity, deal making and marketing