Post on 03-Aug-2015
transcript
Extending & Monetising Films Using Digital &
Social Channels
Peter Cowley@petercowleySeptember 2014
Leading multi-platform producer Peter Cowley from Spirit will take you through
the process of how to make your film idea work in digital and social space with case
studies highlighting successes and failures. Key areas that will be addressed include: how to get your film noticed in
the crowded digital space, who is funding multi-platform film projects and how can you make money from your original video
content?
Agenda
Introductions
1.Trends & Audience Behaviour2.Business & Funding Models3.Case Studies
My Experience@ Endemol• Extending TV Shows• Digital Licensing• Games & Gaming• Original Content
@ Spirit• Work with producers, talent & brands• In film, TV & digital• Create / extend / monetise IP
Part of Content Media Corp:• Film agents / distributors• TV / Digital Distribution
Traditional Content Creator
ContentCreation
Audience Development
& Engagement
Analytics & Monetisation
PRODUCER / AUTHOR /
TALENT
DISTRIBUTOR
BROADCASTER/
PUBLISHER
Modern Content Creator
ContentCreation
Audience Development
& Engagement
Analytics & Monetisation
About You
• Film Monetisation Experiences• Objective For Today?
Mini Project
• Pick a (low budget) film that you think makes a lot of money in digital/social
• Pick a YouTube channel that you think makes a lot of money
• Tell me why
Agenda
Introductions
1.Trends & Audience Behaviour2.Business & Funding Models3.Case Studies
Key TrendsTechnological Change• Broadband, powerful devices, open platforms,
frictionless payments
Audience Behaviour Change• Increase in on-line & mobile consumption of
content; co-viewing
Business Models• Rise of on-line advertising & consumer
transactions, product integration & placement etc.
Democratisation of production & distribution
• Small scale producers/distributors can compete with international production companies/distributors in the digital world
Technological Change?
Audience Behaviour?
Business Model Changes?
Key Digital Trends / Film?
Technological Change• Digital Projection / delivery• Wi-Fi / mobile at cinemas• Video On Demand• Connected TV• Portable Devices & App
Stores• Social Media Platforms
Audience Behaviour• Social Networking• Multi-Tasking / Co-Viewing /
Second Screen• The Water-Cooler is On-Line• Social Recommendations
Business Model Changes• Video Advertising• Subscriptions
Other• Democratisation of
Production• Self Publishing / Distribution• Digital Distribution /
Syndication• Original Digital Content• Data Collection
Key Digital Trends / Film?
Audience Behaviour
The Future of Digital
Video On Demand
Agenda
Introductions
1.Trends & Audience Behaviour2.Business & Funding Models3.Case Studies
Film Business Models
Funding•Self Funded•Government Funded•Commercial Funding•Advertiser Funded•Distribution Funded•Consumer Funded
Cross Platform / Transmedia•Content extensions
Exploitation•Distribution•Merchandise•Games•Apps
Building An Eco SystemTo Make Money
Before During After
Build a communityStart capturing content
Start creating digital products
Tease / Pre-film content
Exploitation period:-Extending the film-DVD / On-demand
usage
Release periodTransmedia periodSynchronised apps
Funding Sources• Commissions
• Public Funding
• Crowd Funding
• Advertising / Sponsorship Revenue
• Distribution / Syndication Revenues
• Consumer Transactions: subscriptions, pay per view / download etc.
• Databases
Public MoneyTends to be matched funding or grants:
Examples:•Creative England•Creative Scotland•Scottish Enterprises•Welsh Digital Development Fund•TSB - Technology Strategy Board•others
Technology Strategy Board
Creative England
Crowd FundingCrowd Funding PlatformsUS examples• Kickstarter• IndieGoGo
UK example• CrowdFunder.co.uk
Crowd Funding Projects• Iron Sky, Veronica
Mars etc.
Crowd Funding ExampleBy the end of 2013, Kickstarter successfully funded almost 20,000 film projects from more than 3 million backers to the tune of $481,788,567 in total pledges.
Veronica Mars - still no.10 in all time list
Agenda
Introductions
1.Trends & Audience Behaviour2.Business & Funding Models3.Case Studies
How To Start A Revolution – documentary film, park crowd funded
Documentary Extension
Iron Sky – crowd investing
Iron Sky – crowd investing
http://www.wired.co.uk/magazine/archive/2012/05/play/iron-clad-investment
Outpost – a indie movie franchise – 3 films, 1 game, 1 digital comic, website & social Media
Outpost – movie franchise
RCVR – Transmedia Series
Premiered on Machinima, sponosorship by Motorola
Street Fighter – re-bootStarted as a YouTube short as a proof-of-
conceptSeries started as a
Kickstarter, but this was cancelled when financing
was foundPremiere on Machinima
followed by general realease
Copy / Status UpdatesPlatform partnerships
Social talentAnaylisis
ContentCreation
Audience Developme
nt&
Engagement
Analytics & Monetisatio
n
Understanding:
•Key Trends
•Audience Behaviour
•New Distributors
•What Other People Are Doing
•To Make The Money!
But content creation is still all about the creativity & story telling
Summary – be modern