The document proposes a 3D machinima animation start-up called MinDBlinD Movie that uses real-time filming inside virtual worlds and video games to revolutionize 3D computer animation production. This allows for cost and time savings of up to 30-40% compared to traditional 3D animation. The start-up aims to create learning, advertising, and entertainment products using customizable avatar characters. Its target customers include educational institutions, companies, and media publishers. The business strategy involves defining production resources, marketing directly and online, and developing prototype products and apps with an initial estimated cost of €75K.

1. PROJECT: MINDBLIND MOVIE
3D MACHINIMA ANIMATION START-UP
Ing. Stefano Nicosia
Emilia Romagna – Bologna (Italy)
stefano@mindblindmovie.it

2. Problem
High prices and long production
time for 3D computer animation
- Didactic tutorials and learning tools are mostly in
2D
- SMEs are not able to buy this kind of video
advertising because it is beyond of their marketing
budget
- "Ratatouille", "Up" cost $150,000,000
"Cars 2" $200,000,000 !

3. Solution
The problem can be solved by using
machinima animation
MinDBlinD movie
3D machinima animation Start-up
WHAT IS IT? MACHINE + CINEMA
It’s real-time filming inside 3D computer graphic engines like virtual
worlds and video games.
Machinima uses avatars as actors and virtual environments as sets
revolutionizing 3D computer animation production.
COST AND TIME SAVING? UP TO 30-40% COMPARED TO 3D
TRADITIONAL COMPUTER ANIMATION
Machinima gives the opportunity to develop cutting edge video
products and apps for today's media

4. Products
AVATAR LEARNING AVATAR FICTION
NEW MARKETING
SOLUTIONS
Our avatars become
original animated
testimonials to advertise
products or brands for
viral web commercials and
new mobile applications
that combine augmented
reality with machinima
animation
WE HACK THE
CINEMA!
MinDBlinD movie creates
full-length
movies, series, short films
and new web-tv formats
with a strong personal
fingerprint targeted to a
diverse audience, both
young and adult
AVATAR ADS
LEARN WITH AVATARS
A new way of learning with
video tutorials, helped by
exciting avatar teachers
that can motivate one’s
learning and make it more
powerful thanks to virtual
reconstruction and
visualization

5. SWOT Analysis
Strengths Weaknesses
• Pioneer company in machinima
animation in Italy
• Innovative and flexible production
process (shorter production times and
competitive costs)
• Unique style with engaging and iconic
avatars characters
• Economies of scale
• Know-how about virtual world platforms
(Second Life)
• Non patentable technology
• Less accurate 3D animation
• Reliance on suppliers (graphics
engines copyright)
Opportunities Threats
• Increasing interest in the machinima
animation of movie industry
• Improvement of 3D virtual worlds
graphic engines
• Growth of demand of advertising
solutions for new mobile media
• Diffusion of virtual world platforms
• Customers’ lack of knowledge
about machinima animation
• Rapid changes in market trends
• Competitors in the field of 3D
animation

6. Target Customers
The different types of products and services we propose are aimed at a variety of
different clients.
B2B model
E-learning
• Public and
private
Institutions
• HR Training
companies
• Training
schools
Advertising
• SMEs
• Web
agencies
• Mobile
advertising
firms
Entertainment
• Publishers
• Web-TVs
• Movie
industry

7. Market Opportunity
Italy
Animation movie industry turnover of 2010:
€120 million [Rapporto cinema 2010 - Fondazione ente dello spettacolo]
Web video advertising investment of 2011:
€30 million [Comunicare domani 2011 - Assocomunicazione]
Mobile advertising investment of 2011:
€37 million [Comunicare domani 2011 - Assocomunicazione]
Worldwide
Google search trends
Machinima.com YouTube channel got 70 mil viewers in April 2011 [Forbes]

8. Business Strategy
PRODUCTION
•Hardware & software resources fully defined
•Second Life & OpenSim as primary machinima platforms
•3 HR roles and tasks: machinima director, 3D modeler, video editor
MARKETING & SALES
•Products’ prices defined
•Direct marketing and web marketing
•Participation in exhibitions and festivals
•Commercial partnership development
RESULTS TO DATE
Products development:
• Avatar Learning prototype
• Avatar Fiction prototype
Marketing strategies:
• New startup website
• Demo reel
• Android App for marketing
INITIAL ESTIMATED COSTS €
R&D 20K
Marketing & Sales 30K
Production 25K
General & Administrative 15K
Total 75K

9. Thank you!
mindblindmovie.it/en