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Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
Digital Distribution & Marketing for Filmmakers
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Digital Distribution & Marketing for Filmmakers

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Slides for a workshop on how filmmakers can use the Internet (and other new technologies) to market and distribute their work. This is a talk I've been giving at film schools, and most recently, the …

Slides for a workshop on how filmmakers can use the Internet (and other new technologies) to market and distribute their work. This is a talk I've been giving at film schools, and most recently, the Film Arts Foundation in San Francisco. Related blog: http://cinematech.blogspot.com

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  • 1. Digital Distribution & Marketing Film Arts Foundation October 11, 2007 Scott Kirsner http://cinematech.blogspot.com [email_address]
  • 2. Digital Distribution: The Opportunity <ul><li>A direct pipeline to the viewer </li></ul><ul><li>Fewer middlemen </li></ul><ul><li>Niche content can reach its rightful audience, efficiently </li></ul><ul><li>More profit in pockets of filmmakers and their financiers </li></ul>
  • 3. Workshop Overview <ul><li>Discussion of digital distribution strategies </li></ul><ul><li>Exercise: Sample distribution contracts </li></ul><ul><li>Guest speaker: Filmmaker Jim Kerns </li></ul><ul><li>Exercise: Building audience for your project </li></ul><ul><li>Discussion of digital marketing strategies </li></ul><ul><li>Guest speaker: Distributor Alex Afterman </li></ul>
  • 4. Digital Distribution, Defined <ul><li>There are two kinds of digital distribution: </li></ul><ul><ul><ul><li>Digital distribution over the Internet </li></ul></ul></ul><ul><ul><ul><li>Digital distribution to a network of digital cinemas (Christie/AIX, Technicolor, Emerging Pictures) </li></ul></ul></ul>
  • 5. Who’s Watching Video on the Web? <ul><li>75 percent of US Internet users watched an average of three hours of online video in July 2007, according to comScore Video Metrix </li></ul><ul><li>Apple’s iTunes store has sold over 50 million TV episodes ($1.99 each) and 1.3 million feature films ($9.99 to $14.99 each), as of January 2007 </li></ul><ul><li>On YouTube, the most popular video, “Evolution of Dance,” has been seen 60 million times, and the average viewer spends 26 minutes per month on the site, according to Nielsen/NetRatings </li></ul>
  • 6. What are They Watching? “ Evolution of Dance” - 60 million views, $0 on YouTube
  • 7. What are They Watching? “ Extreme Diet Coke & Mentos Experiments” 7.5 million views, $35,000 on Revver
  • 8. What are They Watching? “ Matrix - For Real” by Joe Eigo 5.5 million views, $27,000 on Metacafe
  • 9. What are They Watching? “ 405” on iFilm 5.3 million views, $??
  • 10. What are They Watching? “ Ask a Ninja” $20,000 on Revver in 2006
  • 11. What are They Watching? “ Back Massage Techniques” 1.4 million views, $7277 on Metacafe
  • 12. Commonalities <ul><li>Videos making money on the Net so far are: </li></ul><ul><ul><li>Short (typically 10 mins or less, 2.7 mins on average) </li></ul></ul><ul><ul><li>Entertaining or instructive </li></ul></ul><ul><ul><li>Not reliant on dialogue </li></ul></ul>
  • 13. Consumption Habits News: 72 percent Television or movie clips: 59 percent Music videos: 48 percent Sports highlights: 44 percent Amateur videos: 43 percent Concert highlights: 23 percent Full-length movies or TV shows: 22 percent Live sporting events: 17 percent Video podcasts: 17 percent Live concerts: 9 percent A September 2006 AP/AOL survey of 1,347 online video users reported on the types of videos they were consuming
  • 14. Where Consumption Happens Top U.S. Online Video Properties by Videos Viewed July 2007 (Source: comScore Video Metrix) Videos Share (%) of Property (MM) Videos Total Internet 9,077 100.0 % Google Sites 2,454 27.0 % Yahoo! Sites 390 4.3 % Fox Interactive Media 298 3.3 % Viacom Digital 281 3.1 % Disney Online 182 2.0 % Time Warner Network 181 2.0 % Microsoft Sites 149 1.6 % ESPN 75 0.8 % Veoh.com 53 0.6 % Comcast Corporation 51 0.6 %
  • 15. Filmmaker Experiences $7 million budget….Digital download on AOL in October 2006: $2.49 for 5-day rental, $7.99 to own…AOL committed millions to promotion…Later released by Sony Home Entertainment on DVD
  • 16. Filmmaker Experiences Budget under $1 million…Director turned down $125K distrib offer…Debuted on Google video in Jan. 2006, with 70/30 revenue split at $3.99 per download…300 downloads, not 3000…About $1000 in revenue, but 22,000 DVDs shipped (MTI Home Video)
  • 17. Filmmaker Experiences Budget under $10 million…Distributed on Net two weeks after theatrical release, in December 2006 … $9.99 for rental, $19.99 for download to own…Released on DVD in February by First Look.
  • 18. Filmmaker Experiences Doc made by two first-time filmmakers…Self-distributed to theaters and on DVD…Filmmakers have sold 4000 DVDs, 700 downloads through their own site (powered by E-Junkie) and Amazon Unbox, as of September 2007.
  • 19. Economic Models <ul><li>Paid download or rental (Brightcove, Amazon/CreateSpace, Jaman, eventually iTunes?) </li></ul><ul><li>Ad-supported (Revver, Metacafe, YouTube) </li></ul><ul><li>DVD purchase (Amazon/CreateSpace, IndieFlix, IndiePix, FilmBaby) </li></ul>
  • 20. Challenges <ul><li>iTunes not open to indie content </li></ul><ul><li>Aside from iTunes, no obvious second-tier player for paid rentals or downloads </li></ul><ul><li>No widely-used connection yet between Internet and TV (Apple TV, TiVo/Unbox, MSFT Xbox all candidates) </li></ul><ul><li>“ Snacking” behavior; preference for short videos </li></ul><ul><li>Windowing issues </li></ul><ul><li>Deal terms (varying splits…some traditional homevid distributors want to lock up digital rights) </li></ul><ul><li>Marketing in a noisy environment with near-infinite choice </li></ul>
  • 21. *A Note on Aggregators <ul><li>iTunes, CinemaNow, and some other sites won’t buy from lone filmmakers </li></ul><ul><li>FilmBaby, IODA, MediaStyle angling </li></ul><ul><li>How much will they take? </li></ul>
  • 22. Challenges of D-Cinema Distribution <ul><li>More than 10 percent of all screens in US can now play digital content </li></ul><ul><li>Most of these are operated by Christie/AIX (aka AccessIT), though Technicolor, Dolby, and DCIP plan to be players, too </li></ul><ul><li>Cost of encoding your movie in the DCI-approved format is still high… do you want to both create a digital version and also a film print? </li></ul><ul><li>Today’s digital screens tend to play mostly studio content, not self-distributed movies </li></ul><ul><li>Exceptions: Landmark Theatres, Emerging Pictures </li></ul>
  • 23. Reinventing Distribution: “Four Eyed Monsters” 1. Played SXSW 2. Didn’t get picked up 3. Video podcasts 4. The importance of e-mail addresses and ZIP codes 5. Demand-based theatrical showings
  • 24. Reinventing Distribution: “Iraq for Sale” 1. Made to influence the 2006 mid-term elections 2. Online financing 3. House parties/DVD sales
  • 25. Reinventing Distribution: House Parties
  • 26. Distribution Deals: Exercise <ul><li>Fine print matters </li></ul>
  • 27. Marketing Exercise <ul><li>Marketing (let’s call it “audience-building”) begins the moment you decide to make your movie </li></ul>
  • 28. Marketing <ul><li>What is your movie about? </li></ul><ul><li>Who is the audience for your movie? </li></ul><ul><li>Where do they hang out online? </li></ul><ul><li>What can you give them / how can they help you? </li></ul>
  • 29. Where Film Fans Hang Out
  • 30. Where Film Fans Hang Out
  • 31. Where Film Fans Hang Out
  • 32. Marketing: Pre-Release
  • 33. Marketing: Pre-Release
  • 34. Marketing: Pre-Release
  • 35. Marketing: Pre-Release Documentary: “Half a Soulja”
  • 36. Marketing: Pre-Release
  • 37. Marketing: Pre-Release
  • 38. Marketing: Release Time
  • 39. Marketing: Release Time
  • 40. Marketing: Release Time Feature: “Head Trauma”
  • 41. Marketing: DVD & Post-Theatrical
  • 42. Marketing: DVD & Post-Theatrical
  • 43. Marketing: “Embed and Spread”
  • 44. How Can You Get the Audience Involved? <ul><li>Auditions/casting </li></ul><ul><li>Music submissions </li></ul><ul><li>Research </li></ul><ul><li>Scouting locations </li></ul><ul><li>What else? </li></ul>
  • 45. Video: M dot Strange
  • 46. Q&A <ul><li>Thank you for being here! </li></ul><ul><li>Scott Kirsner / [email_address] / http://cinematech.blogspot.com </li></ul>

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