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AFF panel wrap: The Online World
As any frustrated indie filmmaker (or excitable dude with a camera and some editing software) will tell you, more and more content is moving online. This phenomenon is actually a double-edged sword; while there are seemingly infinite places to get your material online, the glut of material and the short attention span of online viewers are making it harder and harder to get your original content discovered, much less make you any money.
Thus was the point of the panel The Online World Sunday morning at the Driskill Hotel, with panelists Todd Berger and Austinites Chris Hyams and Brad Neely.
The gentlemen returned several times to the remarks by CEO of The Film Company (and former Miramax president) Mark Gill’s talk at the Los Angeles Film Festival this year, in which he declared that, “yes, the sky really is falling” on independent cinema. (For any lovers of cinema, his entire speech is worth reading.)
In his speech, Gill wrapped up his bleak picture of the indie film words with a little bit of a positive message: “If you want to survive in this brutal climate, you’re going to have to work a lot harder, be a lot smarter, know a lot more, move a lot faster, sell a lot better, pay attention to the data, be a little nicer (ok, a lot nicer), trust your gut, read everything and never, ever give up.”
If you’re looking for a cool lifestyle, you’re in the wrong business. If you want work-life balance, go get a government job. But if you really want to make movies—even after all the unvarnished bad news I’ve dumped on you today—then by all means do it.”
Yikes.
The discussion Sunday basically revolved around the way these three men have tried to find their place in the overcrowded marketplace that is seeing opportunities for distribution shrink annually.
I can’t say that any new ground was broken in the conversation, but it was interesting to hear the view points of men who approach the subject of promoting and distributing online content from much different points of view.
Berger is a writer/director/editor who, along with his partners in The Vacationeers, had an internet sensation with the online videos “The Googling,” which showed in a humorous light the power and ubiquity of Google maps. He came at the panel from the perspective of a prolific writer who was working hard to find avenue to get his original work distributed.
Hyams, a co-founder of B-Side, a company that provides interactive online content management for audiences and film festivals, in order to discover great fest films and then promote them, approached the subject from a marketing standpoint.
Neely, who arrived about 30 minutes late, was the most aloof of the three, confessing to a lack of understanding about marketing and the business end of the creative world. Instead, he mostly focuses on creating original work and being true to his art. And what happens after that simply happens.
Below are a few points made by the guys on the panel:
Berger: People zone out from watching online content at about the 2:46 mark. You have to find a way to tell a story in segments of that length. Even if it’s episodic, people have to be able to watch those episodes as stand alones.
Berger: People have still not figured out a way to make money off of ads on sites. People are starting to get sponsors for entire episodes. Many folks are now suggesting that producers go directly to advertising agencies to get sponsorship deals from their clients.
Hyams: “Online video is a lot like Internet stocks in 2000 … there is value, but where is it?”
Hyam: The online world is going become far more Darwinian. Not all good online content will make it, but the only content that will make it will be good.
Hyam: “You can trick people into watching TV or going to the movies. Not so with the Internet.”
Hyam: There has been such a glut of material online because the tools have become so accessible.
Hyam: Average YouTube viewing time is 87 seconds. Viewing habits across the board are moving from the TV and cinemas and on to people’s laptops.
Neely: “It’s a mistake to put too much stake in any projection [of where online content is headed].”
Neely: You can’t be worried about the fear of not getting seen. “It’s important to try and make things with other people [viewers] in mind, but all I want to do is work with good material.”
Neely: After I create the work, then I just want to sit down with someone who tells me where to put it online in order to be viewed.
Berger: In five to 10 years, there will be no difference between computers, TV and phone. You will have one handheld device that allows you to ‘take over’ any screen and view content from your handheld on it, including your desktop.
Neely: If creators of content don’t take into consideration the medium for which they are creating something on a visual level, there will be an unfortunate homogenization aesthetically.
Neely: Everyone’s success story in the online content world is going to be different.
Neely: “Don’t worry about getting paid for the first 10 years.”
Hyam: It’s hard to just be a writer. You have to be a creator or on a creative team.
Berger: You might have to do a boring job at a production company before you can get work where you have more responsibilities.
Hyam: Using HuLu for as a “premiere platform” for the film “Crawford” combined with a publicist, led to more viewings of the film in its first three days of release than opening weekend for “An Inconvenient Truth” or “March of the Penguins.”
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