Web Distribution for Makers of Film and Video


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Presentation about some of the new distribution avenues for people who make short videos and feature-length films... includes several case studies. Based on the book "The Future of Web Video." Book and presentation created by Scott Kirsner, editor of the blog CinemaTech (http://cinematech.blogspot.com)

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Web Distribution for Makers of Film and Video

  1. 1. Digital Distribution Opportunities for Makers of Film and Video - Scott Kirsner - B ased on the book The Future of Web Video , and delivered at the Apple Store, San Francisco, June 12, 2007 “… Scott Kirsner ’s The Future of Web Video is a must-read. It ’s a concise and comprehensive analysis of the viewer trends, distribution opportunities, and revenue schemes out there now and soon on the horizon that working filmmakers can ’t do without." – Scott Macaulay, Editor, Filmmaker magazine and producer, Forensic Films
  2. 2. The First Apple Store? Holland Bros. Kinetosocope Parlor, 1894
  3. 3. The Original Video iPod (Edison’s Kinetoscope)
  4. 8. The Web Video Era
  5. 9. Web Video Presents Two Kinds of Opportunities for Creatives <ul><li>Exposure and potential “discovery” by mainstream media </li></ul><ul><li>Financial success on your own terms </li></ul>
  6. 10. Economic Models <ul><li>Paid download (Brightcove, GreenCine, Jaman, eventually iTunes?) </li></ul><ul><li>Ad-supported (Revver, Metacafe, YouTube … for some content creators) </li></ul><ul><li>DVD purchase (CustomFlix, IndieFlix, IndiePix, FilmBaby) </li></ul>
  7. 11. Who’s Watching Web Video <ul><li>107.7 million people watched video on the Internet at least once per month, on average, in 2006 </li></ul><ul><li>Apple’s iTunes store has sold over 50 million TV episodes ($1.99 each) and 2 million feature films ($9.99 to $14.99 each), as of April 2007 </li></ul><ul><li>On YouTube, the most popular video, “Evolution of Dance,” has been seen 50 million times, and the average viewer spends 26 minutes per month on the site, according to Nielsen/NetRatings </li></ul>
  8. 12. What are They Watching? “ Evolution of Dance” - 50 million views, $0 on YouTube
  9. 13. What are They Watching? “ Extreme Diet Coke & Mentos Experiments” 7.5 million views, $35,000 on Revver
  10. 14. What are They Watching? “ Matrix - For Real” by Joe Eigo 5.25 million views, $26,000 on Metacafe
  11. 15. What are They Watching? “ 405” on iFilm 5.3 million views, $??
  12. 16. What are They Watching? “ Ask a Ninja” $20,000 on Revver in 2006
  13. 17. What are They Watching? “ The Landlord” 34 million views, $??
  14. 18. What are They Watching? “ Back Massage Techniques” 1.4 million views, $7174 on Metacafe
  15. 19. What are They Watching? “ the smiley intervention” 1.3 million views, $0 on YouTube
  16. 20. Commonalities <ul><li>Videos making money on the Net so far are: </li></ul><ul><ul><li>Short (10 mins or less) </li></ul></ul><ul><ul><li>Entertaining, funny or instructive </li></ul></ul><ul><ul><li>Not reliant on dialogue </li></ul></ul>
  17. 21. 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
  18. 22. Where Consumption Happens Source: Nielsen/NetRatings
  19. 23. 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
  20. 24. 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)
  21. 25. 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.
  22. 26. Filmmaker Experiences Four Eyed Monsters on YouTube / Spout promotion Spout paying $1 bounty (up to $100,000) for every new user $16,399 earned as of Tuesday afternoon (6/12/07)
  23. 27. Exposure and Reputation-Building
  24. 28. In The Audience <ul><li>Creatives and entrepreneurs in the audience who spoke about their work included: </li></ul><ul><li>Mark Day, YouTube content partner </li></ul><ul><li>Ondine Kilker, Kisser Productions </li></ul><ul><li>Jim Kerns, “Destination Bangalore” </li></ul><ul><li>Brett Levine, Dovetail.tv / “How to Behave” </li></ul><ul><li>Charles Choi, Caachi.com </li></ul><ul><li>Enric Teller, Cirne </li></ul>
  25. 29. 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, MSFT Media Center all candidates) </li></ul><ul><li>Very few sites support HD content (Vuze, Dovetail) </li></ul><ul><li>“ Snacking” behavior; preference for short videos </li></ul><ul><li>Marketing in a noisy environment with near-infinite choice </li></ul>
  26. 30. &quot;A must-read for every filmmaker. A comprehensive look at an elusive emerging market that has the potential to change the way films are made and distributed.” – Lance Weiler, producer/ director, Head Trauma and The Last Broadcast http://stores.lulu.com/kirsner http://www.scottkirsner.com/ webvid/gettingpaid.htm http://cinematech.blogspot.com/ My e-mail: kirsner@pobox.com