TALES FROM THE DIGITAL FRONTIER LANCERINGSDAGEN09 DET DANSKE FILMINSTITUT Presented by: Liz Rosenthal Managing Director, Power to the Pixel
NOVEMBER 2009 www.powertothepixel.com
POWER TO THE PIXEL Events and Training: / The Cross-Media Forum at the Times BFI London Film Festival - October 2009 / Pixel Paris, in association with Arte France CinĂŠma - 3rd December 2009 / The Cross-Media Film Lab - April 2010 Online/ Publishing: / The Pixel Report - Ta multimedia publication focused on cross-media forms of filmmaking, storytelling and distribution, providing analysis, information and debate about the changing environment for the financing, production and distribution around the world. Edited by Michael Gubbins and Liz Rosenthal Consulting: Some of our clients to date are: / UK Film Council, / Film London / BAFTA, / Swedish Film Institute, / Berlinale / Rotterdam Film Festival / CineRegio, / Europa Cinemas, / UK Film Export Group / UK Industry Trust / Individual Film Companies
www.powertothepixel.com
IS THE TRADITIONAL FILM MODEL HOLDING US BACK?
20,000 films produced in 2007 number of films released theatrically in 2008 Denmark: 231 Netherlands: 296 France: 555 Germany: 471 Italy: 376 Spain: 402 UK: 531 US: 600 Figures: EDI, Screen Digest, DFI
What are the opportunties the digital world offers? TRADITIONAL MEDIA Gatekeeper Model Restricts Audience Access Limited Space
DIGITAL MEDIA Creator & Consumer Led Model
Enables Audience Access Unlimited Space
Suits Blockbusters
Suits Niche & Specialist
Expensive Delivery
Low Cost Delivery
One-Size-Fits-All Strategy
Tailored Strategies
One Version
Unlimited Versions/ New Formats
Territorial Release
Global Release
Exclusive Rights Deals
Non-Exclusive and Exclusive Deals
Value = Unit Sales
Value = Data, non-copiable items
Little Connection to Audiences
Direct Relationship With Audience
NEW RELATIONSHIPS WITH AUDIENCES THE INTERNET HAS TRANSFORMED THE RELATIONSHIP BETWEEN THE CREATOR, THE AUDIENCE & THE DISTRIBUTOR
/ DIRECT CONNECTION BETWEEN CREATORS AND AUDIENCES / BUILD A COMMUNITY/ FANBASE AROUND YOUR WORK / AUDIENCES ARE NO LONGER PASSIVE / REMIXING AND COLLABORATING / A CHANGING ROLE OF CURATORS/ CRITICS/ COMMISSIONERS / NEW MEASURES OF QUALITY AND RELEVANCE / FRAGMENTED AUDIENCES ACROSS PLATFORMS / CREATE STORIES ACROSS MEDIA TO ENGAGE AUDIENCES
THE HUGE IMPACT OF SOCIAL MEDIA Building fanbases and communities around films is key 78% of people now trust word of mouth above other forms of marketing (EDI) Last year, the audience using online social networks increased by: 35% in Europe 66% in the Middle East & Africa 33% in Latin America
THE KEY TO A DIGITAL FUTURE RESIDES IN THE RELATIONSHIP WITH AUDIENCES A RAPID GUIDE TO AUDIENCE ENGAGEMENT / Crowdsourcing/ Crowdfunding/ Collaborating / Creating an ongoing conversation / Making available anyplace, anywhere, anyhow / Working with Free / Cross-Media Storytelling
Crowdsourcing/ Crowdfunding/ Collaborating
CROWDFUNDING BRAVE NEW FILMS/ Robert Greenwald
www.bravenewfilms.com
CROWDFUNDING BRAVE NEW FILMS/ Robert Greenwald
www.bravenewfilms.com
CROWDSOURCING THE AUDIENCE BRAVE NEW THEATRES/ Robert Greenwald
www.bravenewtheaters.com
CROWDSOURCING RESOURCES STARWRECK IN THE PIRKINNING/ Timo Vuorensola
www.starwreck.com
CROWDSOURCING RESOURCES STARWRECK IN THE PIRKINNING/ Timo Vuorensola
www.wreckamovie.com
CROWDSOURCING RESOURCES IRON SKY/ Timo Vuorensola
http://www.ironsky.net/site/
CROWDSOURCING RESOURCES/ DIWO - DO IT WITH OTHERS INDIEGOGO
www.indiegogo.com
CROWDSOURCING THE AUDIENCE MOVIEMOBZ/ Cinema-On-Demand
www.moviemobz.com
COLLABORATIVE CURATION FOUR EYED MONSTERS/ Susan Buice & Arin Crumley
www.foureyedmonsters.com
COLLABORATIVE CURATION FOUR EYED MONSTERS/ Susan Buice & Arin Crumley
www.foureyedmonsters.com
CREATING AN ONGOING CONVERSATION
CREATING AN ONGOING CONVERSATION WE ARE THE STRANGE/ M dot Strange
www.wearethestrange.com
CREATING AN ONGOING CONVERSATION BRAVE NEW FILMS/ Robert Greenwald
www.bravenewfilms.com
MAKING STORIES AVAILABLE ANYPLACE, ANYWHERE, ANYHOW
MAKING STORIES AVAILABLE ANYPLACE, ANYWHERE, ANYHOW AGE OF STUPID/ Franny Armstrong
www.ageofstupid.net
MAKING STORIES AVAILABLE ANYPLACE, ANYWHERE, ANYHOW AGE OF STUPID/ Franny Armstrong
www.ageofstupid.net
MAKING STORIES AVAILABLE ANYPLACE, ANYWHERE, ANYHOW AGE OF STUPID/ Franny Armstrong
www.ageofstupid.net
MAKING STORIES AVAILABLE ACROSS MULTIPLE PLATFORMS RAGE / Sally Potter
www.ragethemovie.com
MAKING STORIES AVAILABLE ACROSS MULTIPLE PLATFORMS RAGE / Sally Potter
www.ragethemovie.com
WORKING WITH FREE
WORKING WITH FREE SITA SINGS THE BLUES/ Nina Paley
www.sitasingstheblues.com
WORKING WITH FREE SITA SINGS THE BLUES/ Nina Paley
www.sitasingstheblues.com
WORKING WITH FREE SITA SINGS THE BLUES/ Nina Paley
www.sitasingstheblues.com
WORKING WITH FREE SITA SINGS THE BLUES/ Nina Paley
www.sitasingstheblues.com
WORKING WITH FREE STEAL THIS FILM/ Jamie King
www.stealthisfilm.com
WORKING WITH FREE VODO/ Jamie King
www.vodo.net
WORKING WITH FREE THE TRIBE/ Tiffany Shlain
www.tribethefilm.com
WORKING WITH FREE THE TRIBE/ Tiffany Shlain
www.tribethefilm.com
CROSS-MEDIA STORYTELLING How will storytelling evolve in a digital world? Storyworld
CROSS-MEDIA STORYTELLING THE DARK KNIGHT/ 42 ENTERTAINMENT
www.batman.wikibruce.com/Home
CROSS-MEDIA STORYTELLING THE DARK KNIGHT/ 42 ENTERTAINMENT
www.batman.wikibruce.com/Home
CROSS-MEDIA STORYTELLING HEAD TRAUMA/ LANCE WEILER
www.headtraumamovie.com slide courtesy of Seize the Media
CROSS-MEDIA STORYTELLING HEAD TRAUMA/ LANCE WEILER
slide courtesy of Seize the Media
CROSSMEDIA STORYTELLING / extends the creative form / reaches and engages extended audiences / increases potential types of finance / new opportunities to exploit IP
“If the cinema intends to survive, I believe, it has to make a pact and a relationship with concepts of interactivity, and it has to see itself as only part of a multimedia cultural adventure.� Cinema Militans Lecture Peter Greenaway, 28th Sept, 2003