megaupload.com— total more than 21 billion visits per year. These sites allow for an even cheaper option for consumers than sites such as Netflix and Hulu, and it is threatening the jobs of many workers in the industry. Although the Hollywood movie and television industry haven’t necessarily tanked profit wise, the industry needs to adjust to this change to American online consumption. Hollywood recently took a hit from critics who said the focus on profit and advertisements limits the amount of creative content given to the film and television studios for less artistically credible projects that guarantee monetary success. Some filmmakers, such as George Lucas and Steven Spielberg in a recent address at a public forum at the University of Southern California, have even gone as far as to say that Hollywood could eventually implode if this habit within the industry continues. During this transition, studio executives in the industry are coming up with various strategies to stay afloat and change with this new form of American entertainment culture. Derek Maddalena, Vice President of Sales and Retail Marketing at Warner Brothers Studios, is one of them. Although Maddalena agrees there is plenty to be concerned about for the future success of the Hollywood industry, he does have high praise for current content being created. “This is probably the best time in the history of entertainment to be a content creator,” said Maddalena. “Overall, content creation and viewership is consistent if not up in recent years, especially with all of the different platforms, content can be bought and watched by the average American.” Warner Brothers and other Hollywood studios are doing their best to contribute to this changing medium of entertainment consumption and still make a profit. Finding a strategy for this is the responsibility of the studio or content provider, and the goal is to give the consumer the content at any price that seems reasonable. However, the key is “reasonable price.” Maddalena and other studio executives are adjusting to the shift by selling content to online providers, however,
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they are battling an invisible and dangerous enemy to the entertainment industry. Typically with content made by a Hollywood studio that is shown in the movie theaters or on major television networks, a consumer has to wait a certain amount of time to either buy the movie or television episode online, or through DVD-Blue Ray. Piracy allows consumers to skip that wait, and as a result damages profits and sales by the companies who have contributed to making the content. “It’s a giant problem,” said Maddalena. “People have an attitude, especially this younger generation, that content should be free. But peoples’ jobs depend on that content. There are hundreds of people involved in one project. These are peoples’ jobs.” The struggle with successfully limiting the spread of online piracy will continue to be a problem for Hollywood. However, industry researchers and enthusiasts, like Banks, say that Hollywood will have no significant problem profit-wise because of the growing ownership of these online networks by already established major film and television networks. “If you look at the big picture, the map of ownership is very small compared to the actual number of outlets out there,” said Banks. “Major industries still own all of these new forms of viewing content, and that doesn’t look like it’s going to change.” Movie theaters and television sets are moving aside for the smaller and more accessible laptop screens and smartphone applications. If Hollywood buckles down and adjusts to these technology-inspired changes, it should stay successful, even while battling the rampant Internet piracy of content. Any new era comes with new ways of communicating. Entertainment, and in this case Hollywood, is no different. Although the American culture of watching movies and television shows may be heading toward a more individualized and multifaceted standard, the quality of content can, and should, remain the same. Hollywood still has the ability to shape generations of people and create true, entertaining, and moving pieces of art. em
“AMERICANA” F/W 2013