Post-Industrial Media
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Film and television has moved well beyond the industrial model of Hollywood and the studios. Where are we now?
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Post-Industrial Media
- 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. 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 2000. Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 3
- 4. A brief history of cinema 1895 The Lumières invent the cinematograph. By 1907 there were about 4,000 small “nickelodeon” cinemas in the United States. By 1920s Hollywood dominates production. By 1930s Television emerges in US then world. 1970s – Home video players emerge (VHS/Disc) 1980s – CD‐ROM and then DVD enter market. 1990s – The web threatens everything... Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 4
- 5. 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 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 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 8
- 9. 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 Bigpond (Australia) ‐ similar model Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 9
- 10. Netflix as industrial Netflix established in 1997. Now has some 100 000 titles and 8.2 Million subscribers. February 2007, Netflix announced billionth DVD. Uses centralized warehouse. Distribution costs are the same for a popular or unpopular movie. Able to stock a far wide range of movies. Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 10
- 11. 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 11
- 12. 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 12
- 13. Post industrial business Key lessons: ‐ Keep cost of production low. ‐ Understand the new market. ‐ Embrace, don’t deny. ‐ Create your own opportunities Human nature does not change: ‐ We remain social. ‐ We are lazy. We are cheap! Craig Kirkwood | Fearless Media | www.fearless.net.au | Tel 0411 135 256 | craig@fearless.net.au 13
Notes de l'éditeur
- Fearless Media incorporated in 2000 but our history in web design, development and strategic management goes back to the very earliest days of the web. Flickerfest, an enterprise of then Fearless Promotions, had a web presence in 1995, just two years after the very first websites began to appear. Fearless MD, Craig Kirkwood, was a developer with IBM’s Information Design and Development team in the mid-90s and worked for one of Australia’s first multimedia organisations, New Media Publishing in Sydney in 1997. Fearless has since developed hundreds of sites across a wide range of industry sectors are are leaders in training and consulting. Set up Hobart facility in 2003 Set up our Sydney facility in 2004 Set up Melbourne in 2005 Set up Canberra in 2006