shooting people engage101
DESCRIPTION
My presentation for Shooting People and DCTV on distribution and engaging audiences. A new presentation with some mixed older materials and some very new stuff summarizing how to think about transmedia.TRANSCRIPT
Engage 101: Audience Building
& Distribution
Distribution 101
Distribution 101Traditional Distribution “Old World” model
Old World $
Old World $• Play festival
Old World $• Play festival
• Sell to distributor/broadcaster (s)
Old World $• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
Old World $• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
• They sell to audience
Old World $• Play festival
• Sell to distributor/broadcaster (s)
• Advance
• Percentage of revenues
• They sell to audience
• Who pays for the film
Old World $• Play festival
• Sell to distributor/broadcaster
• Advance
• Percentage of revenues
• They sell to audience
• Who pays for the film
• $ to distributor
• $ to filmmakers
• $ to investors
Old World $• Play festival
• Sell to distributor/broadcaster
• Advance
• Percentage of revenues
• They sell to audience
• Who pays for the film
• $ to distributor
• $ to filmmakers
• $ to investors
• Everyone is happy....
Old World $
MYTHMYTH
• Play festival
• Sell to distributor/broadcaster
• Advance
• Percentage of revenues
• They sell to audience
• Who pays for the film
• $ to distributor
• $ to filmmakers
• $ to investors
• Everyone is happy....
Old World $Play festival Maybe
Old World $Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Old World $Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
Old World $Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
They sell to audience Hopefully
Old World $Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
They sell to audience Hopefully
Who pays for the film If theaters book it or buyers buy
Old World $Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
They sell to audience Hopefully
Who pays for the film If theaters book it or buyers buy
$ to distributor But, marketing, P&A, staffing, cross-collateralization, fees, delivery
Old World $Play festival Maybe
Sell to distributor/broadcaster(s) Maybe – forever, everywhere
Advance $0 - $15,000 avg
Percentage of revenues 30% - 60% after expenses
They sell to audience Hopefully
Who pays for the film If theaters book it or buyers buy
$ to distributor But, marketing, P&A, staffing, cross-collateralization, fees, delivery
$0 to filmakers
$0 to investors
No one is happy...and you don’t even own your film anymore
$
Not New
Distributors aren’t (usually) ripping you off.
Distribution 101Traditional Distribution “Old World” model
Distribution 101Traditional Distribution “Old World” model
Educational Distribution New Day Films model
Distribution 101Traditional Distribution “Old World” model
Educational Distribution New Day Films model
Non-theatrical Distribution Working Films model
Distribution 101Traditional Distribution “Old World” model
Educational Distribution New Day Films model
Non-theatrical Distribution Working Films model
Aggregators IndieFlix model
Distribution 101Traditional Distribution “Old World” model
Educational Distribution New Day Films model
Non-theatrical Distribution Working Films model
Aggregators IndieFlix model
Service Deal Passion of Christ model
Distribution 101Traditional Distribution “Old World” model
Educational Distribution New Day Films model
Non-theatrical Distribution Working Films model
Aggregators IndieFlix model
Service Deal Passion of Christ model
Self Distribution Four-Eyed Monsters model
Distribution 101Traditional Distribution “Old World” model
Educational Distribution New Day Films model
Non-theatrical Distribution Working Films model
Aggregators IndieFlix model
Service Deal Passion of Christ model
Self Distribution Four-Eyed Monsters model
Hybrid Distribution Peter Broderick “New World” model
New World/Hybrid $
New World/Hybrid $You own rights
Split rights
Partner for exploitation
You keep more $
New World/Hybrid $You own rights
Split rights
Partner for exploitation
You keep more $......(in theory)
Rights & TermsTheatrical Non-theatrical
Educational Ancillary
Home Video Broadcast
Online VOD (rental), EST (purchase)
Piracy/Peer to Peer Foreign
Mobile Event/alternatives
MG Minimum Guarantee/Advance Exclusivity/Non
Term Territories/markets
Cross-collateralization Marketing/ P&A Commitments
Windows Day and Date
Distribution 101Traditional Distribution “Old World” model
Educational Distribution New Day Films model
Non-theatrical Distribution Working Films model
Aggregators IndieFlix model
Service Deal Passion of Christ model
Self Distribution Four-Eyed Monsters model
Hybrid Distribution Peter Broderick “New World” model
Distribution 101Traditional Distribution
Educational Distribution
Non-theatrical Distribution
Aggregators
Service Deal
Self Distribution
Hybrid Distribution
Audience Development
Audience DevelopmentYour film
Your needs New Rights Scheme:
Your audience Live event/Theatrical
Your resources Merchandise
Create a strategy Digital
Build your team
Start before finished - the new 50/50
Build core audience
Social Media
Transmedia
From Jon Reiss: Think Outside the Box Office
Distribution 101Traditional Distribution
Educational Distribution
Non-theatrical Distribution
Aggregators
Service Deal
Self Distribution
Hybrid Distribution
Audience Development
Distribution 101Traditional Distribution
Educational Distribution
Non-theatrical Distribution
Aggregators
Service Deal
Self Distribution
Hybrid Distribution
Audience Development
Make Your Own Model - evaluate your Plan A vs. other Plan B(s)
CwF + RtB = $$$
Mike Masnick, TechDirt
CwF + RtB = $$$
Mike Masnick, TechDirt
Connect with fans, give them a reason to buy, and make money.
How?
Participatory Culture
A Conversation
Usage by Age Group
US and Int’l Growth
US and Int’l Growth thanks to Oprah
Source: ComScore
Participatory Culture
A real, authentic conversation
58
Building Community
Friends & Fans
CrowdSourcing
Turning Community into Funders
• $10 - Unpolished Rock (but with potential) Level: A free digital download of the album, when it's released.
• $25 - Polished Rock Level: An advance copy of the CD. Weeks before the masses.
• $2,500 - Emerald Level: Mentioned as an executive producer of the album -- whoop-di-doo!
• $5,000 - Diamond Level: I will come and do a house concert for you. Invite your friends, serve some drinks, bring me out and I sing. Actually, this level is a smart choice economically. I've played many house concerts where the host has charged his guests and made his money back. I'd go for this if I were you.
• $10,000 - Weapons-Grade Plutonium Level: You get to come and sing on my CD. Don't worry if you can't sing - we can fix that on our end. Also, you can always play the cowbell.
Details from Jill’s Next Record website
• $500 (limited edition of 15) -- 5 Sold! Only 10 left!
• Signed CD/DVD and digital download
• T-shirt
• Signed Cymbal and sticks
• Meet me in Venice, CA and we go floating in a Sensory Deprivation Tank (filmed and posted on youtube).
• *Dinner at Sizzler (get your $8.99 Steak and "all you can eat" Shrimp on)
Details from Josh Freese website
www.kickstarter.com
Participatory II.
A Viral Video Conversation
Multi-Platform
Agnostic and Viral
Free
(Plus Fee)
Generatives
• Immediacy– Give them something now
• Personalization– To their needs
• Interpretation– With study guide, or commentary
• Authenticity– From you directly, signed by you
• Embodiment– Speaking fees
• Patronage– Support the artist; Radiohead model
• Accessibility– Make it easy to get; convenient
• Findability– Work with partners who make you
findable
From Kevin Kelly’s: Better Than Free
Cross-Platform
Cross-Media, Transmedia
TransmediaDevelop the story across multiple entry points
Multi-platform Types/examples:
Deep audience engagement Events
Target for amenable audiences Games/ARG
Audience can become immersed in experience Interactive components
Each element a distinctive experience Graphic Novels
Story flows & builds rev streams Online & viral content
Should start before the film is done (dev best) Think Outside the norms - experiences
Encourages participatory audiences
May need a team
TransmediaKeep a mind towards audience dev. components from the beginning
Some Experts:
Think beyond marketing Christy Dena
It’s not all about the film - extend the experience Stephen Dinehart (coined)
Think about impact & social change Jeff Gomez
Not just games.... events, gallery shows, etc. Henry Jenkins
Some projects may not need to be a film Mike Monello
...or can become one if successful John Threat
Transmedia can be simple Lance Weiler
Many more
Olds & Scott: Occupation Dreamland
Quick SummaryIdentify Core audience & build fan base
Use social media & new tools
Engage in the conversation - make it participatory and real
Start early
Build your Plan A
CWF + RtB
Engage audience - transmedia
