The Future of Distribution
February 24th, 2008 by Alec McNayrPosted in Business, Marketing, Media, Online, Producing, Strategy, Viral |
[An excerpt from our article in the March/April 2008 issue of Script Magazine.]
Imagine a not-too-distant future where you, for a nominal fee, can have instant access to every piece of content ever created on any device, no matter its size or portability. Just like “home video†revolutionized distribution in the 1980’s, the current “digitalization of media†means that great changes are on the horizon for all sides of entertainment: consumers, producers, and writers.
Over the past few decades, consumers have been the beneficiaries of an ever-expanding number of choices. Television moved from three channels to three hundred, then added on-demand and DVR services. Movie fans now have different types of theaters to frequent, as well as reasonably priced home theater equipment. The Internet offers all levels of media, from amateur fare to studio-produced hits.
The “future of distribution†lies on the Internet, which will ultimately offer all producers—big and small—a relatively inexpensive (if not free) means to distribute their content. By sidestepping broadcast fees and retailer middle-men, producers will be able to connect directly with the consumers of their media. The days of projects gathering dust on a shelf will be gone, as will the countless number of unseen feature films waiting for distributor attention at festivals. There will be an unlimited amount of digital space in which for projects to live, and consumers’ choices will become infinite.
Herein lies the problem. With an infinite number of choices, the “future of distribution†will shift from simply a means of physical delivery to the tactics employed to stand out from the crowd.
As every movie ever made becomes available for purchase (or rental) online, the attention of “new distributors†becomes essential. Already, thousands of titles are available via the Internet from Apple, Amazon, and Netflix. Even TV set-top box makers like Tivo and Vudu are making digital distribution deals, allowing their customers easy access to different types of previously unavailable media. All of these services feature a user interface—no matter the device—and because the majority of consumers do not dig too deeply into menus and options, it is crucial that content be highlighted or featured.
Sure, blockbusters with budgets big enough to buy name talent and special effects will also buy big marketing campaigns. Independent producers, however, will be able to compete by gaining the approval of site editors—employees scouring the Web looking for videos to highlight. Whether on YouTube or NetFlix, MySpace or NBC/FOX/Hulu, these content editors will become the new “filters,†providing the same service to consumers that movie theaters and TV networks do today: featuring the best and most relevant content available.
Read the rest of the article by buying the magazine on your local newsstand or at ScriptMag.com!
See our other work from the March/April 2008 issue of Script Magazine:
