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Re:nventing
               Business Models/
                  Financing




Brian Newman     springboardmedia.blogspot.com   @bnewman01
The Model is Broken
Old World $
Old World $
• Play festival
Old World $
• Play festival
• Sell to distributor/broadcaster (s)
Old World $
• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
Old World $
• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
• They sell to audience
Old World $
• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
• They sell to audience
• Who pays for the film
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
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....
Old World $
Play festival        Maybe
Old World $
Play festival                        Maybe

Sell to distributor/broadcaster(s)   Maybe – forever, everywhere
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
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
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
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
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
$
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
It’s not until the tide goes out until you see
who’s wearing the swim trunks

                                 - Warren Buffett
Value has changed.
Old Media World Value:

Scarcity



New Media World Value:

Overabundance
Attention Economy
Engagement
Participatory Culture

    A Conversation
Authenticity
Convenience &
 Immediacy
Localism
Reward
Multiple Access Points
Creating context is more
important than creating content.

The greatest creative and business
opportunities are everything
around the content


                        Taylor Davidson
Data
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
Monetizing It

    Ideal
Monetizing It

    Now
Market Conditions

                   +
Established Practices/Incumbent Players

                   +
                 Fear

                   =

         Less Experimentation
Photo Credit: FFFFound
NEW + OLD
Embrace Multi-modality

       In biz plan
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....
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....
Multi-Modal Practices
                                     Business/Finance Models

Foundations                                                    Co-Op Marketing

Government                                                            Licensing

Nonprofit/NGO Partnerships                                                 Gap

Corporate/Brands                                                           Debt

Individual Donors                                                          Free

Investment                                                         Subscription

Tax Incentives/Rebates/Credits                                      Advertising

Sales                                                           Affiliate Models

Sales Agents                                                             Lease

Related Sales (merchandise, stock footage....)                   Co-Production

Post                                                                   Other....
Each platform will probably
have multiple business models
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.
The Rules...Today

        Keep Budgets Low


Raise Enough to Distribute & Market
          Your Project
Only Three Things Matter:
         Creativity


        Deal-Making


         Marketing


                      Peter Dekom
....Or Maybe Just One


        Data
The best way to predict the future is to invent it
                                           Alan Kay
Blog: www.springboardmedia.blogspot.com

Email:bnewman001@gmail.com


Twitter: @Bnewman01

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Transmedia Biz Models, Pixel Lab

  • 1. Re:nventing Business Models/ Financing Brian Newman springboardmedia.blogspot.com @bnewman01
  • 2. The Model is Broken
  • 4. Old World $ • Play festival
  • 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 $ 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....
  • 11. Old World $ Play festival Maybe
  • 12. Old World $ Play festival Maybe Sell to distributor/broadcaster(s) Maybe – forever, everywhere
  • 13. 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
  • 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 They sell to audience Hopefully
  • 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 Who pays for the film If theaters book it or buyers buy
  • 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 $ to distributor But, marketing, P&A, staffing, cross- collateralization, fees, delivery
  • 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 $0 to filmakers $0 to investors No one is happy...and you don’t even own your film anymore
  • 18. $
  • 19. 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
  • 20. It’s not until the tide goes out until you see who’s wearing the swim trunks - Warren Buffett
  • 21.
  • 22.
  • 23.
  • 25. Old Media World Value: Scarcity New Media World Value: Overabundance
  • 28. Participatory Culture A Conversation
  • 34. Creating context is more important than creating content. The greatest creative and business opportunities are everything around the content Taylor Davidson
  • 35. Data
  • 36.
  • 37.
  • 38.
  • 39. 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
  • 40. Monetizing It Ideal
  • 41.
  • 43. Market Conditions + Established Practices/Incumbent Players + Fear = Less Experimentation
  • 46. Embrace Multi-modality In biz plan
  • 47.
  • 48. 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....
  • 49. 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....
  • 50. Multi-Modal Practices Business/Finance Models Foundations Co-Op Marketing Government Licensing Nonprofit/NGO Partnerships Gap Corporate/Brands Debt Individual Donors Free Investment Subscription Tax Incentives/Rebates/Credits Advertising Sales Affiliate Models Sales Agents Lease Related Sales (merchandise, stock footage....) Co-Production Post Other....
  • 51. Each platform will probably have multiple business models
  • 52.
  • 53. 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.
  • 54. The Rules...Today Keep Budgets Low Raise Enough to Distribute & Market Your Project
  • 55. Only Three Things Matter: Creativity Deal-Making Marketing Peter Dekom
  • 56. ....Or Maybe Just One Data
  • 57. The best way to predict the future is to invent it Alan Kay

Editor's Notes

  1. 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&amp;#x2019;t broken all together
  2. the usual model is completely broken
  3. hard to make money, make a living
  4. 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 to upstarts and smart outside competitors
  5. But more importantly, it has also exposed many a bad business model - let&amp;#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&amp;#x2019;t new - but what people wanted to do all along
  6. we can&amp;#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
  7. but it&amp;#x2019;s a fundamental shift and we&amp;#x2019;re ill-fitted to the task if we try to cram digital economies into our old way of thinking
  8. we&amp;#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
  9. 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.
  10. in the old world, the business was built on scarcity, but today we have ubiquity
  11. what matters is my attention
  12. and engaging me, and keeping me engaged, is ever more valuable
  13. becoming more participatory, a conversation
  14. they want an authentic, true engaging experience
  15. it has to be convenient, immediate, because when I have things competing for my attention, I will move on
  16. importance of localism - huge movement, in terms of locavore, etc, but also tribe - connecting with others is sooo strong
  17. I also like being rewarded
  18. you have to engage me on multiple access points, transmedia does this, let&amp;#x2019;s me meet on my terms, get more engaged, etc
  19. we like to say it&amp;#x2019;s all about content, but it&amp;#x2019;s really all about context - it&amp;#x2019;s about the context built around the content, the experiences I can share, the way it is placed, etc
  20. data hugely important, but often not accessible to filmmakers and many aren&amp;#x2019;t keeping it - it&amp;#x2019;s the new oil
  21. There&amp;#x2019;s an old marketing theory that says people don&amp;#x2019;t go to store to buy a &amp;#xBC;&amp;#x201D; drill, but because they want a &amp;#xBC;&amp;#x201D; hole. don&amp;#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.
  22. I love seeing a movie in a theater, but let&amp;#x2019;s face it &amp;#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.
  23. these aren&amp;#x2019;t new behaviors but what people wanted to do all along We now have new tools, and we can&amp;#x2019;t fight it, but need to embrace them to our benefit. The audience wants to build something &amp;#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.
  24. 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&amp;#x2019;t doing this because they want to help you. Even foundations and government have other motives
  25. so how do we monetize this stuff
  26. blow it up/apart, invent new methods - that is the ideal thing to do
  27. unfortunately, we live in reality, in a hybrid space
  28. shaped by certain realities
  29. How do we avoid sudden death?
  30. mix old and new models
  31. what does that mean? i call it multi-modal business practices, multi modal optimization
  32. we know about multi-platform, but each platform now might have it&amp;#x2019;s own finance structures and partners, and some may go across multiple areas
  33. Different platforms
  34. Different platforms but think in terms of audience
  35. Business models, and each has subsets
  36. way of thinking about it
  37. 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
  38. Keep budgets low 250-500K max; raise enough to distribute and market - also, make stuff that doesn&amp;#x2019;t suck and don&amp;#x2019;t do sucky things
  39. peter dekom - creativity, deal making and marketing
  40. i have to re-emphasize this one
  41. what&amp;#x2019;s next?
  42. how to contact me