‘Independent Cinema is dead!’ Raindance founder ELLIOT GROVE couldn’t disagree more.
Coming back from the Cannes Film Festival this spring I ran into two veteran British film producers who between them had produced nigh onto sixty features, been nominated for or won several Oscars® and who, by any standard, are considered to be highly successful. They both were very negative about the future of the film industry and the prospects of making films like they had been over the past thirty years. ‘Independent Cinema is dead,’ they argued.
I beg to differ.
No segment of the media industry has had as many changes since the Millennium as the film industry. Technology and film production has changed. Film distribution has changed. On top of that, rapid currency fluctuations have played havoc with film producer’s cash flow forecasts.
Here are the seven basic challenges facing filmmakers since the Millennium, and what I believe to be a successful strategic position to take for success.
1. The digital revolution has flooded the marketplace
Fact: Cheaper digital production methods have helped create more product than buyers.
Strategy: Make certain your movie is genre specific. Genre is the only way that a film buyer and the marketing manager of a distribution company can quickly visualise the movie poster, trailer and marketing campaign.
2. Online distribution is becoming commonplace
Fact: On Valentine’s Day 2005 the co-founders of Youtube.com registered the name at www.whois.com. Youtube revolutionised film distribution and has changed the way consumers watch movies and television. The impact of illegal online distribution has also had the same impact on movies as it has the music industry.
Strategy: Develop a hybrid distribution strategy that encompasses traditional cinema/DVD/television releases with online distribution.
3. Hollywood is bankrupt of ideas
Fact: The gaming industry has influenced storytelling techniques and filmmaking techniques. These new storytelling techniques dominate.
Strategy: Successful filmmakers are most likely artists who consider themselves visual storytellers using moving images to tell their stories. Incorporation of gaming techniques both in terms of storytelling and visualisation will make movies stronger.
4. Cinema distribution is still healthy but it is different somehow
Fact: Not only has image and sound capture been dramatised by advances in digital technology like DSLR [digital single-lens reflex], but cinema distribution has been affected too. Britain now has the world’s first fully digitised cinema chain – The Apollo chain. A digital screen does not need expensive 35mm film prints, films can be emailed to a cinema screen’s hard drive and films can be scheduled easily with a click of a mouse. Cinema exhibition has also benefitted from 3D technology. Like it or not, screens will be demanding 3D product. In America it is estimated that there will be an astonishing 25 million homes equipped with 3D TV screens by 2013.
Television networks are struggling to find enough HD content for their UD channels, let alone their new 3D channels, like Britain’s Sky 3D, launching 1st October.
Strategy: Successful filmmakers will learn how to communicate with television and cinema owners to deliver saleable content in the format that will deliver maximum revenue.
The full article is printed in Film Ireland 134.
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