Disruptive Innovations in Distribution: Who Owns the Screen?
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a presentation given at McLuhan 100 Conference in Toronto, Nov. 7, 2011
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Disruptive Innovations in Distribution: Who Owns the Screen?
- 1. Disruptive Innovations in Distribution: Who Owns The Screen? Siobhan O’Flynn, PhD CFC Media Lab University of Toronto
- 2. ‘Welcome to the New World of Distribution’ Peter Broderick, Sept. 2008 http://www.peterbroderick.com/writing/writing/welcometothenewworld.html 2
- 3. McLuhan: When new technologies impose themselves on societies long habituated to older technologies, anxieties of all kind result. (24-25)
- 4. Independent Distribution Strategies OR the arrival of new business models • Four-Eyed Monsters, 2005 • filmmakers used video podcasts to promote • film free on YouTube & MySpace • 1 million+ views • $ through shared ad revenues • made US TV & home video distribution http://www.peterbroderick.com/writing/writing/welcometothenewworld.html
- 5. ‘audience development strategy’ audience dependent • core audience - film’s subject/genre • general audience • personal audience • how to connect? http://www.peterbroderick.com/writing/page20/maximizingdistribution.html
- 6. Iron Sky
- 7. IRON SKY -1st Trailer - 1,355,203 views YouTube - May 6 2008 -21,394 fans on website & facebook - May 2008 -$8.5 million budget /6.5 million euros -secured funding - close to 90% - May 2010 -1st week May 2010 - invitation to invest in film - 75 people stated interest for a total of 120,000 euros // $147,000 US
- 8. audience dependent strategy - May 13 2010 - 2nd Trailer - 651,061 views - Wired magazine: micro-investments from 52 fans - 53627 fans - April 2011 - requests for GLOBAL screenings - 60 in TO (May 2010); 123 in TO (Nov. 2011) http://www.peterbroderick.com/writing/writing/welcometothenewworld.html
- 9. crowdsourcing financing but $ is not the priority crowdsourcing as distribution
- 10. crowdsourcing as promotion & distribution fans become patrons community promotes film project coexists with traditional marketing
- 12. Kevin Smith’s scarcity value model
- 14. August 2011 http://www.youtube.com/watch?v=EJpSqeQbh4o
- 15. Premium VOD Is Doomed If This Piracy Study Is Correct: Pricewaterhousecoopers Study • 202 adults September 2010, pub Feb. 2011 • 76% ‘willing to pay if closer to release date’ • 83% will pay 1 month or less from release • pay no more than $3 to download a movie $1 for a TV program. • 81% will continue to download & stream • 40% will pirate on mobile devices http://www.pwc.com/us/en/industry/entertainment-media/assets/piracy-survey-summary-report-0111.pdf
- 16. DirectTV Premium VOD at $30 a rental. Seriously? • April 2011 • available only to customers with the satellite company's HD DVRs, approx. 6 million people http://www.engadget.com/2011/04/19/directvs-30-per-rental-premium-video-on-demand-service-launche/
- 17. Major Studios driving 3D Scarcity in access/location
- 18. Indies are innovating a social film ‘played’ on facebook
- 19. how are audiences shaping content in 2011?
- 20. how will media shape content in 2015? in 2020?
- 21. Technology becomes really useful when it becomes invisible
- 22. Siobhan O’Flynn, PhD CFC Media Lab University of Toronto sioflynn@me.com @Sioflynn on Twitter website: siobhanoflynn.com
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- reworking Mark Weiser’s (Xerox) statement: \n ‘The most profound technologies are those that disappear’\n
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