Extending & Monetising Films Using Digital &

Social Channels

Peter Cowley@petercowleySeptember 2014

Leading multi-platform producer Peter Cowley from Spirit will take you through

the process of how to make your film idea work in digital and social space with case

studies highlighting successes and failures. Key areas that will be addressed include: how to get your film noticed in

the crowded digital space, who is funding multi-platform film projects and how can you make money from your original video

content?

Agenda

Introductions

1.Trends & Audience Behaviour2.Business & Funding Models3.Case Studies

My Experience@ Endemol• Extending TV Shows• Digital Licensing• Games & Gaming• Original Content

@ Spirit• Work with producers, talent & brands• In film, TV & digital• Create / extend / monetise IP

Part of Content Media Corp:• Film agents / distributors• TV / Digital Distribution

Traditional Content Creator

ContentCreation

Audience Development

& Engagement

Analytics & Monetisation

PRODUCER / AUTHOR /

TALENT

DISTRIBUTOR

BROADCASTER/

PUBLISHER

Modern Content Creator

ContentCreation

Audience Development

& Engagement

Analytics & Monetisation

About You

• Film Monetisation Experiences• Objective For Today?

Mini Project

• Pick a (low budget) film that you think makes a lot of money in digital/social

• Pick a YouTube channel that you think makes a lot of money

• Tell me why

Agenda

Introductions

1.Trends & Audience Behaviour2.Business & Funding Models3.Case Studies

Key TrendsTechnological Change• Broadband, powerful devices, open platforms,

frictionless payments

Audience Behaviour Change• Increase in on-line & mobile consumption of

content; co-viewing

Business Models• Rise of on-line advertising & consumer

transactions, product integration & placement etc.

Democratisation of production & distribution

• Small scale producers/distributors can compete with international production companies/distributors in the digital world

Technological Change?

Audience Behaviour?

Business Model Changes?

Key Digital Trends / Film?

Technological Change• Digital Projection / delivery• Wi-Fi / mobile at cinemas• Video On Demand• Connected TV• Portable Devices & App

Stores• Social Media Platforms

Audience Behaviour• Social Networking• Multi-Tasking / Co-Viewing /

Second Screen• The Water-Cooler is On-Line• Social Recommendations

Business Model Changes• Video Advertising• Subscriptions

Other• Democratisation of

Production• Self Publishing / Distribution• Digital Distribution /

Syndication• Original Digital Content• Data Collection

Key Digital Trends / Film?

Audience Behaviour

The Future of Digital

Video On Demand

Agenda

Introductions

1.Trends & Audience Behaviour2.Business & Funding Models3.Case Studies

Film Business Models

Funding•Self Funded•Government Funded•Commercial Funding•Advertiser Funded•Distribution Funded•Consumer Funded

Cross Platform / Transmedia•Content extensions

Exploitation•Distribution•Merchandise•Games•Apps

Building An Eco SystemTo Make Money

Before During After

Build a communityStart capturing content

Start creating digital products

Tease / Pre-film content

Exploitation period:-Extending the film-DVD / On-demand

usage

Release periodTransmedia periodSynchronised apps

Funding Sources• Commissions

• Public Funding

• Crowd Funding

• Advertising / Sponsorship Revenue

• Distribution / Syndication Revenues

• Consumer Transactions: subscriptions, pay per view / download etc.

• Databases

Public MoneyTends to be matched funding or grants:

Examples:•Creative England•Creative Scotland•Scottish Enterprises•Welsh Digital Development Fund•TSB - Technology Strategy Board•others

Technology Strategy Board

Creative England

Crowd FundingCrowd Funding PlatformsUS examples• Kickstarter• IndieGoGo

UK example• CrowdFunder.co.uk

Crowd Funding Projects• Iron Sky, Veronica

Mars etc.

Crowd Funding ExampleBy the end of 2013, Kickstarter successfully funded almost 20,000 film projects from more than 3 million backers to the tune of $481,788,567 in total pledges.

Veronica Mars - still no.10 in all time list

Agenda

Introductions

1.Trends & Audience Behaviour2.Business & Funding Models3.Case Studies

How To Start A Revolution – documentary film, park crowd funded

Documentary Extension

Iron Sky – crowd investing

Iron Sky – crowd investing

http://www.wired.co.uk/magazine/archive/2012/05/play/iron-clad-investment

Outpost – a indie movie franchise – 3 films, 1 game, 1 digital comic, website & social Media

Outpost – movie franchise

RCVR – Transmedia Series

Premiered on Machinima, sponosorship by Motorola

Street Fighter – re-bootStarted as a YouTube short as a proof-of-

conceptSeries started as a

Kickstarter, but this was cancelled when financing

was foundPremiere on Machinima

followed by general realease

Copy / Status UpdatesPlatform partnerships

Social talentAnaylisis

ContentCreation

Audience Developme

nt&

Engagement

Analytics & Monetisatio

n

Understanding:

•Key Trends

•Audience Behaviour

•New Distributors

•What Other People Are Doing

•To Make The Money!

But content creation is still all about the creativity & story telling

Summary – be modern