Entertainment Summit: Masters of Film and Technology Breakthroughs
By Dennis Kuba
January 12, 2012
January 12, 2012
- Panel members: Lori MacPherson, EVP Global Product Management, Walt Disney Studios; John Calkins, EVP Global Digital & Commercial Innovation, Sony Pictures Home Entertainment; Ira Rubenstein, EVP Digital Marketing, Twentieth Century Fox; Matt Jacobson, Head of Market Development, Facebook; John August, screenwriter (“Corpse Bride,” “Big Fish”); Thomas Gewecke, president, Warner Bros. Digital Distribution.
- Impact of the cloud: Consumers want to be able to see their content anywhere. They also want to have their purchased DVDs put into the cloud. Excited by the cloud. The cloud should be easy to use like an ATM. For example, Disney Studio All Access helps consumers build their own Disney library. With UltraViolet, the cloud is an opportunity for ownership and choice of playback device.
- On managing content: Windowing works. You offer the product at different price points, in many regions, at different times. It ultimately gives consumers more power. We need to create the right value equation with consumers. Enhanced content is value. Quality is value.
- Impact of social media: “As long as they’re frictionless and you’re able to deduce what your friends want, new tools make it really powerful for people to find things,” said Matt Jacobson. Facebook is already driving traffic to YouTube. Facebook worked with Sony to see if great awareness would increase the intent to see a movie. When people said they were going to see a movie, they actually did so. A 1% increase in intent led to $1 million increased box office.
- Effect on content creation: Some well-known artists (e.g. Ed Burns, Louis C.K.) have been able to go directly to their fans via online channels and social media with initial success.
- Read more in Variety.
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