Catching Up: The Interest Graph, Digital Distribution & Transmedia Storytelling | Transmythology.com

Reason 1: Digital Distribution

Even in the DVD era, there was little need to sustain sales of a piece of content (or larger brand) after its initial release. “Catalog” sales were considered a bonus, not a necessity. That is gradually changing in the digital era. Digital distribution, particularly when it forms part of the new-generation cloud based services we are beginning to see, makes content available for purchase on a consistent basis. With infinite shelf space, and the ability to key into audience preferences through data analytics and recommendation engines, a piece of content can add to a company’s bottom line for years to come. This may be particularly important for an independent production seeking to recoup over a longer stretch of time, especially if self-distributed.

Reason 2: The Death of the Sequel and Birth of the Brand

If there has been one major realization within the entertainment industry over the past 10-15 years or so, it is that entertainment companies are not merely in the content creation business; they are in the brand-building business.

In the old paradigm, production of sequels was reactionary. A movie studio, for instance, would release a slate of films, gauge which were popular, and then contemplate how to follow up on that success. Of course, this meant brainstorming an entirely new story (often grafted on to an original premise not designed to be extended), and renegotiating talent deals in less favorable ways. Little thought was given to the interest graph above; the thought was that the combination of public goodwill towards the talent involved, and another huge advertising spend, would be sufficient.

By and large, we are seeing that old paradigm die – with good reason. Entertainment companies are realizing that it is better to make a slightly larger initial investment in story development and multi-picture talent deals than to be forced to scramble to react to a success that, through sheer managerial negligence, was entirely unforeseen.

via transmythology.com

Posted via email from Siobhan O'Flynn's 1001 Tales