The Pixel Lab 2015 | It's all about the money - Nuno Bernardo
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While financing content can take different approaches, the key is building an intellectual property and brand through a cross-media strategy that provides context and engagement for the audience. The indie way typically relies on film funds, broadcasters and publishers to finance individual content pieces but not the full IP development, so producers may turn to private equity, sponsors or crowdfunding to develop the brand across multiple platforms. This builds a community and increases relevance through sharing. A cross-media approach gives the audience context and participation to drive engagement, which promotes sharing and makes the content more valuable.
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The Pixel Lab 2015 | It's all about the money - Nuno Bernardo
- 1. IT’S ALL ABOUT THE MONEY Not Really!!!
- 3. Flatmates
- 4. Cinema & Home Video Books & eBooks TV & FormatsInternet & Mobile Music & Soundtracks
- 5. 1. FINANCING MODEL 2. BUSINESS MODEL
- 7. Different Approaches • The Indie Way • The Hollywood Way • The Artistic Way
- 8. The Indie / European Way
- 10. The Ar>s>c Way
- 11. What is funded by the industry? • The Hollywood Way = Cross-media as a marketing investment • The Artistic Way = The full project, sometimes as a co-production • The Indie Way = The key platforms
- 12. How shows are picked? • Netflix, Amazon or Google: They want numbers and talent (for PR: eg. House of Cards). • Audience is more important than content: content is decided by algorithms: eg. Netflix + Adam Sandler. • The New Digital Funds: decide based on Artistic Vision / Team or cultural merit. • Advertisers: Talent and Numbers.
- 13. Funding the Indie Way
- 14. How producers do it? 1. We try the traditional way: Film funds, Creative Europe funding, Broadcasters, Publishers. 2. We expect them to pay the anchor content and, in some cases, the digital elements around it.
- 15. How producers do it? 3. When it doesn’t succeed or we feel that we need extra money we usually go look for Private Equity and/or sponsorship/advertising money. 4. Main problem: Advertisers want numbers, want distribution, want exposure and/or talent that they can spin on a Press Release. 5. Advertisers have their own campaigns and timings.
- 16. When it doesn’t work? • We adapt it / scale it down, or slowly give up. • Or pick another project and do the same all over again.
- 17. The Risk Changes • You need talent, you need numbers. • Talent is expensive; numbers requires marketing and early investment. • So risk taking is shifting from Sales Agents, Distributors and Broadcasters and given to Producers.
- 18. What is funded? • The industry funds content pieces not the IP building (the numbers). • But IP building is half producing content and half brand management, marketing and community building.
- 19. Research and Development Grants • We approach most of the projects from the IP building perspective. • We apply for research and development grants or state funding for SMEs so we could keep an in-house team developing and managing the projects.
- 20. beActive’s Approach Brand Management, Strategic Planning, Development, Community Management
- 21. 1. FINANCING MODEL 2. BUSINESS MODEL
- 22. Big Brother / mul>plaBorm
- 23. CONTEXT
- 24. CONTEXT
- 25. CONTEXT
- 27. ENGAGEMENT
- 28. CONTEXT
- 29. CONTEXT
- 33. BEING HEARD
- 34. BEING HEARD
- 35. RELEVANCE
- 37. Stories and the cross-media approach give CONTEXT to an audience CONTEXT and PARTICIPATION increase ENGAGEMENT ENGAGEMENT promotes SHARING SHARING increases RELEVANCE Why you need a Cross-Media approach?
- 39. Where are the revenues? • Commissions: produce for someone. • License it internationally: other producers, broadcasters, publishers, etc. • On-line video / On-line content: advertising, ads, endorsement, etc. • Sell to consumer: Crowdfunding, App Stores, VoD services, eBook Stores, Music Stores.
- 40. Self-Publishing: Now and Then • Self-publishing was always an alternative to rejected talent: filmmakers, musicians, authors, etc. • Now, it can be not a last resort but a legit way to serve content to your audience. • Marketing it’s just key and essential, but digital platforms, existing digital communities and social media made it easier for hardworking people.
- 43. So it’s up to you to… Create Context Engage Be Relevant Generate Value