Posted on 22.8.2016 for the Thunderclap campaign
Today I got a new question: is this proposed system ok for the film-makers? As opposed to the pay 2 watch systems…
Let me try to explain a little about how the industry currently works – both cinema and TV.
- There are the big studios – mostly Hollywood – who are creating most of the mainstream cinema titles. They invest heavily in production marketing and distribution.
- These studios also own most of the cinemas around the world. This is why in their scheduling their productions have the highest priority – and they align with the other big studios to fill their schedules during the year.
- The smaller productions – ie. independent productions – don’t get the distribution that the big productions get – of course – they don’t have the budgets to du huge marketing campaigns -> therefore are not known to the public -> therefore are not expecting to get a lot of people in the cinema -> therefore are not expected to make money -> therfore they have the lowest priority in the scheduling of the cinemas.
- This is why the smaller productions have to rely on state funding and are having trouble creating keeping afloat from the business point-of-view.
- There are the networks who are buing content to fill their scheduling and networks that are creating their own productions as well.
- Of course those who have their own productions will prioritize these in their programming.
- For the content that they buy, they mostly focus on mainstream content – again known titles that are sure to drive the ratings up.
- Of course that the mainstream content is mainstream because the big networks that produced it, invested a lot of money in promoting it and making it known to a wider audience.
- Again: the smaller productions are suffering of a low priority and the few that do get picked up by a TV station, are bought for little money as they are not expected to perform from the ratings point of view.
So here we are: with a lot of content available, but lacking the power to make it to the mainstream. And this happens because of a lack in promotion budget, not because of a lacking relevance or beauty. It’s quite the opposite: many of these productions are more relevant to the audience and very beautiful. This is why they are winning at festivals – they are beautiful stories that enrich their viewers’ lives.
This is where my concept comes in: a system that is generating income for all of them and is not based on money to promote the content, but rather on word-of-mouth.
Keep supporting everyone!