The document discusses the evolution of media from analog to digital and the rise of social media. It describes how distribution and exhibition of content has changed from theatrical to various online platforms. New forms of location-based media that integrate social networking and mobile devices are emerging, allowing people to share their experiences and locations. This is shifting how entertainment is consumed in a more social, interactive manner.

1. Socialisation and Entertainment
The Promise of Social‐Location Media
Fearless Seminar Series
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au

2. About this seminar
What’s happening to the media?
Where have we come from?
Where are we going?
Analogue to digital to handheld.
The end of industrial distribution.
The social phenomenon
Hyper-social location media
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 2

3. About Me
Founded Flickerfest in Sydney in 1991.
Set up Fearless Promotions in 1992.
Ran festivals in Australia, Europe through 1990s.
- BeatPix in Amsterdam. Short Poppies. Anzacs.
Moved to Hobart in 1998.
Operated the AFTRS state office for 6 years.
Incorporated Fearless Media in 1999.
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 3

4. Australian Cinema
First boom: 1910 saw 4 narrative films.
- 51 films in 1911, 30 in 1912, and 17 in 1913.
1970s Govt. funding + tax break = New Boom:
- 1975: Australian Film Commission established.
- Picnic at Hanging Rock (75), Mad Max (79).
1980s Govt. funding + investment = better place
- Crocodile Dundee (1986).
- 1988: Film Finance Corporation established.
2008 Screen Australia established.
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 4

5. The Australian Context
No real studio system.
No large production companies.
Small domestic market – little chance of return.
Government subsidised production.
Threat of international content.
Opportunity of international markets.
The new level playing field...
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 5

6. Classic distribution
Annual Worldwide spend on cinema $65 billion.
Distributors' share approx. $35 billion.
Classic late 20th century distribution model:
- Theatrical release
80%
- Television release
10%
- Video release
10%
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 6

7. Current Distribution
Theatrical exhibition
25%
Video/DVD rental (decreasing)
20%
Video/DVD retail (increasing)
20%
Pay per View Television
10%
Subscription or Pay Television
10%
Free-to-Air Television
10%
Ancillary (accelerating)
5%+
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 7

8. The web as distributor
1985: Internet emerges.
1991: First website live.
The Long Tail:
- Coined by October 2004 in Wired magazine
- Low distribution costs. Low yield. Long term.
Netflix:
- Early pioneers in DVD distribution
iTunes
Google
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 8

9. Web as exhibitor
The new distributor–exhibitors:
- Google
- Netflix
- Vuze
- Real
- Apple
- iTunes
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 9

10. Cinema in the hand
The iPhone as cinema
The Tokyo Subway syndrome
Post-social, post-industrial entertainment
Big questions arise:
- Where does the revenue come from?
- Will the independents prevail? Triumph?
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 10

11. Cloud Exhibition
No more DVD
End of the document model as a distributed
commodity.
The gap between exhibitor and host
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 11

12. Cinema Survives
In spite of all this, cinema survives. Why?
3D
Bigger sound, screen, experience?
Cinema is social...
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 12

13. Polytasking – new mode of working
Watching TV while engaging with web
Nielsen study indicates 75% of viewews use the
web and TV simultaneously.
Just 7% are consuming online content related to
the TV show they’re watching.
98% of iPad users use the mobile device while
watching TV at least once per day.
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 13

14. The social media explosion
Facebook Deviant
Twitter LastFM
LinkedIN FriendFeed
flickr Buzz
Blogger MySpace
Delic.io.us Plaxo
DiGG Second Life
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 14

15. Tokens of love - Location Media
Track your
location.
Check-in
system.
Tokens awarded.
Now beyond
just location...
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 15

16. Location Location Location
Shared television watching experience,
powered by the simplicity of the checkin, will
be a breakout hit for mainstream audiences
because it mimics offline tendencies and
caters to the second screen behaviours of
television viewers who use the web while
they watch TV. – Miso CEO Somrat Niyogi
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 16

17. Tokens of Love – Get Glue
Semantic recommendation engine
GetGlue claims 5 million checkins per month.
Partnership with HBO
A single episode of True Blood accrued more
than 3,000 checkins.
Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 17