Study Analyzes Why Netflix Instant Streaming Is Taking Off
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Why is the Netflix Watch Instantly Service taking off when other over-the-top (OTT) video delivery services are languishing? The short answer: Because Netflix makes it easy to watch content on both the PC and the TV, according to a new study from The Diffusion Group (TDG). Michael Greeson, founding partner for the new media research firm, didn’t initially set out to answer that question—he was conducting a larger study on TV everywhere services—but the data he found on Netflix users was so compelling, that he decided to spin it off as its own report. "Streaming is one thing, but streaming to the TV is a whole different equation," Greeson says. "Those that do this are the bleeding edge of video consumers. They constitute the early over-the-top crowd, but people know very little about who this demographic is." What first caught his attention is how many Netflix subscribers use the Watch Instantly service. Nearly two-thirds of Netflix members with broadband connectivity use the instant streaming option, either on their computer or television. Also impressive is that half of the Watch Instantly users stream video to their TVs. |
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The study, which was done without any cooperation or input from Netflix, also looked at how the company could improve revenue with new streaming services. It found that 37 percent of users would pay extra for the streaming service they were currently getting, 59 percent would pay more for access to new releases, and only 24 percent would pay extra for mobile access. That’s the direction Netflix seems to be moving, Greeson says, with tiered streaming services that deliver different content. The real lesson of the report is that taking risks with online content can pay off. "Don’t be afraid of getting your content online and streaming it to the television," Greeson says. "Don’t be afraid of the over-the-top model. Learn how to master it." The current shift in video viewing is only a threat to companies that are standing still, he says. "If they’re not leaders, like Netflix, they should at least be paying attention," he adds. |
FCC Proposes Turning Federal Buildings into Broadband Anchor Institutions
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The FCC said Feb. 18 that it would propose using federal buildings as anchor institutions for broadband service, saying federal assets have "not [been] used effectively to spur local adoption and deployment of broadband." That was one in a series of proposals the FCC signaled will be part of a national broadband deployment and adoption plan due to Congress March 17. At its public meeting Thursday, the commission’s broadband team outlined a series of those proposals to further so-called national purposes, which include healthcare, education, energy, environmental issues, government services and access, public safety, homeland security, job training, and small business development. That list suggests just how big and all-encompassing the FCC’s task is. "[Government] policies have often inhibited or failed to provide incentives for investment in and innovative use of broadband," said the FCC. In addition to using government buildings to drive broadband adoption, the FCC suggested the government could better coordinate its broadband grants, release more government information online, "enable citizen-centric online services," and encourage more use of social media. If the government is going to put more of its services online, broadband deployment will be a key goal so citizens have equal access to those services. For example, some state governments are discounting online renewals of car registrations, which could translate into a tax, or at least an additional burden, on those without ready access to online registration. Those tend to be rural and poorer communities. Among the other plan proposals will be: 1) to launch a public-private partnership to boost technology training for small and disadvantaged businesses, which would include female- and minority-owned businesses; 2) to use the Rural Health Care Program to subsidize broadband deployment and ongoing costs while expanding the pool of eligible providers; and 3) to boost digital educational content and "promote digital literacy for students and teachers." The cable industry has proposed a 50% price break on broadband service to homes with middle-schoolers qualifying for government-subsidized school lunches, but only if the government steps up to fund digital literacy. |
Rovi Plans Broadband-Enabled IPG For Cable
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Rovi is in the early planning stages of designing an interactive program guide for cable operators that would integrate video content from the Internet, giving subscribers a way to potentially access YouTube clips, MySpace videos or any other Web content through the same guide they use to access linear cable TV and video-on-demand. The company expects to have details on the new IP-enabled IPG next year, said Corey Ferengul, Rovi’s executive vice president of product management and marketing. Rovi’s Corey Ferengul"Rovi’s Corey Ferengul"Cable customers, he said, have been extremely interested in getting their hands on the capability. "The [cable] industry has shifted in the last year," Ferengul said. "Their fear of over-the-top video is pulling us forward more quickly than we were planning just six months ago." |
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The Federal Communications Commission last week issued a request for information on "video device innovation" as part of its national broadband plan, asking for public input on how set-top boxes could enable more viewing of Internet video and thereby drive broadband adoption. "Given the flood of video content that is now available from a multitude of sources, what obstacles stand in the way of allowing consumers to navigate those sources?" the FCC asked in its notice. "What can the Commission do to eliminate those obstacles?" To Ferengul, cable operators are far more motivated to incorporate Internet video into their services because of competition from telco TV and satellite providers, as well as over-the-top sources. "The cable industry responds to competitive pressures," Ferengul said. "We’ll see cable change before any [FCC] rules are implemented." |
Keyes: Blockbuster Streams Better Than Netflix
Perhaps he can spend more time understanding the business when he does not have to worry about his company getting de-listed by the NYSE.
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Blockbuster chairman and CEO Jim Keyes Nov. 20 said he eagerly anticipates the day when consumers with Internet-enabled devices and televisions are confronted with the option to either stream movie rentals from Blockbuster or Netflix. Speaking to an investor group in New York, Keyes said Blockbuster consumers wanting to stream the new Star Trek release would be able to do so, unlike Netflix, which primarily streams older catalog fare. He said Netflix, due to existing license agreements, wouldn’t be able to stream the title for three to five years. “If you want to watch Star Trek on [Blockbuster On Demand], you just push the button and in seven seconds you are watching the movie,” Keyes said. “If you are a Netflix customer [and do the same] only then do you discover you are [actually] watching Star Trek II: The Wrath of Khan.” The Dallas-based No. 1 DVD rental chain has partnered with Samsung, TiVo and Motorola to offer Blockbuster movie rental streams through a variety of consumer electronics and portable devices. The CEO said the burning question among investors and analysts continues to involve the fate of Blockbuster’s 5,300 stores worldwide (as of Oct. 4) in the face of changing consumer options for movie rentals. Blockbuster earlier this year said it would shutter nearly 1,000 underperforming stores through 2010, with some earmarked for closure possibly morphing into lower-rent Blockbuster Outlet stores focused on selling used product. Keyes said the remaining stores would evolve into key components of a revised business strategy focused on making movie rentals and sales available across multiple, complimentary distribution channels. |
The Consumer is king
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Remember the saying, “Content is king”? Often used in discussions about the relative importance of content vs. the various ways it is distributed, it has become less popular since the economic recession and changing media consumption patterns have combined to beat the value out of all kinds of quality content. (R.I.P. Gourmet magazine and your daily newspaper.) What’s becoming more and more clear is that the Consumer is the real ruler, and media companies must find the right combination of content and distribution to please him. Some ideas that are on the right track include multi-purpose devices, such as Blu-ray players that also allow downloads or streaming to the TV, and multi-purpose software packages, such as those that include DVD, Blu-ray and digital copy. One format will not replace lost DVD revenue, but rather a mix of formats, including Blu-ray, cable/satellite/Internet VOD and electronic sell-through. Netflix chief content officer Ted Sarandos provided an interesting perspective on this at the Blu-Con 2.0 conference two weeks ago and again at an investor conference last week, saying that Blu-ray adoption may be “reverse,” in that Blu-ray growth will be driven by digital delivery, which in turn may spur Blu-ray disc sales, not the other way around. Most Blu-ray players now connect to the Web and provide Internet movie services, such as Netflix streaming, to the TV. Sarandos’ point is that digital media delivery may be a more compelling reason for consumers to buy Blu-ray set-tops than actual Blu-ray playback. As long as digital drives Blu-ray too, it works for all concerned. Redbox, itself one of the most consumer-driven propositions around, is even acknowledging that its rental customers do want to use the Internet for rentals as well. It is selling a prepaid gift card for CinemaNow in some test locations. Even home entertainment chief Bob Chapek’s promotion to president of distribution at Walt Disney Studios last week shows the importance of the Consumer and of new delivery formats to the Consumer. Chapek will now oversee the delivery of films and TV shows across multiple platforms, including theatrical, packaged media, pay-TV and digital. The key for him, and for all studios, is to find the magic mix of price and availability that Consumers will respond to. |
Variety: Studios adjust to digital distribution
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A movie used to enjoy a second life on DVD. Now that has exploded into third, fourth, fifth and more lives on digital platforms as studios adjust to the new ways people watch movies outside of theaters. In addition to slotting discs into traditional DVD players, average Joes and Janes are now downloading or streaming entertainment to PCs, gaming consoles, iPods and other portable devices. To capture that emerging business, studios must distribute movies to dozens of new digital retailers that were virtually unheard of just a few years back, including Xbox Live, PlayStation Store and Amazon Video on Demand. A single movie can be offered in as many as 250 digital formats worldwide to accommodate the various video resolutions and encoding guidelines of these digital retailers. Faced with such new responsibilities, studios are changing business models to better cater to digital. Today, many titles launch on cable/satellite video-on-demand, Web-based download sell-through/rental services and physical DVD simultaneously. Historically, studios would give DVD a head start on store shelves, thinking that’s where consumers go most. "We know that consumers are changing their patterns from one platform to another. And we don’t want to lose that consumer," says Steve Nickerson, president of Summit Home Entertainment. "If you don’t offer it at the same time, you risk losing the sale." |
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Download sales are a small part of the home entertainment business, though they can be more meaningful on individual titles as they were for Sony’s "Nick and Nora’s Infinite Playlist." "This is still a small portion of the home entertainment pie, but digital is becoming an increasingly significant portion," Carey adds. With the help of the Entertainment Technology Center, studios are engineering an interoperable digital master format (IMF) to further boost their digital businesses. Studios would seriously simplify — and save money on — the distribution process with one movie file, instead of 250, that could be delivered to fit most digital retailers. Based at the U. of Southern California, the ETC has been overseeing regular studio meetings toward this IMF goal. The ETC expects to create a master specification by early 2010, having already completed more than half the work by September. "We have an outline for all the necessary components required to make the IMF work," says David Wertheimer, ETC executive director. "We are all pleased with the progress. Everyone wants more efficiency in the system. This will definitely take what is now a highly people-intensive, manual process into something that is automatic, predictable and reliable. Studios want to make it easier to get content out as broadly as possible to as many companies that provide digital entertainment." |
Accelerating rentals prop up shrinking home entertainment biz in third quarter
RedboxKioskIn what passes for good news these days, Hollywood’s biggest and most profitable business shrank a little slower in the third quarter than in the first half of the year, thanks entirely to rentals.
Overall home-entertainment revenue, including DVD and Blu-ray sales, rentals, video-on-demand and digital downloads and streaming, fell 3.2% in the third quarter to $4 billion, reflecting an ongoing decline driven by the economic downturn and plummeting consumer interest in buying movies and TV shows on shiny discs.
The Digital Entertainment Group, an industry trade association, reported that rental revenue rose 9.9% in the three-month period ending Sept. 30, even faster than the 8.3% growth it experienced in the first half of the year.
Every other sector of the home entertainment business, including DVD sales, high definition Blu-ray disc sales and digital transactions, grew slower or shrank faster than during the first half of 2009.
In its news release with the data, DEG attempted to highlight sales of Blu-ray disc sales, which rose an impressive 66.3% in the quarter. That’s a substantial slowdown, however, from the category’s 91% growth in the first half of the year.
Studios love Blu-ray disc sales more than any other type of transaction because profit margins are the highest. Although they’re growing fast, Blu-ray sales in the quarter were $161 million, just 4% of the home-entertainment industry’s $4 billion total. Industry hopes that Blu-ray could make up for plummeting sales of standard-definition DVDs have not been realized.
Total disc sales, including standard DVDs and Blu-ray, plunged 13.9%, a slightly bigger drop than the 13.5% decline in the first six months of 2009. In an effort to downplay just how dismal revenue from DVD sales has become, DEG didn’t disclose total revenue for the category.
[Update (5:45 PM): According to Rentrak Corp., which tracks industry sales and provides data to DEG, total DVD and Blu-ray sales were $1.98 billion last quarter, while rental revenue was $1.57 billion.]
Digital distribution, which includes online downloads and streaming as well as cable video-on-demand, rose 18%, down slightly from 21% in the first six months. It remains about 10% of the total industry with $420 million worth of revenue.
The accelerating growth of rentals appears to be driven almost entirely by fast-growing mail subscription service Netflix and $1 per night kiosk rental company Redbox. Blockbuster, the nation’s biggest physical DVD rental company, saw its revenue plunge by 22% in the quarter ended June 30.
However, the profit margins on rentals are substantially lower than for sales. That’s why three studios — Twentieth Century Fox, Universal Pictures and Warner Bros. — are attempting to block Redbox from offering their movies until several weeks after they go on sale. Warner Bros. is also trying to do the same to Netflix.
The fourth quarter is always the biggest by far for home-entertainment revenue, as that’s when most summer tentpole films, such as "Harry Potter and the Half-Blood Prince" and "Transformers: Revenge of the Fallen," are released on DVD. Many studios this year are taking aggressive steps this year to push consumers toward buying discs, particularly Blu-ray, instead of renting them.
Update (5:35 PM): Fox, Warner Bros. and Universal have all instructed their distributors not to provide DVDs to Redbox until several weeks after they go on sale at retail outlets. However, a Fox spokesman noted that that his studio did offer potential terms to Redbox for it to rent movies the same day they go on sale, but the two companies were unable to reach a deal.
–Ben Fritz
http://latimesblogs.latimes.com/ente…nment-biz.html
Mechanic: Studios let the air out of DVD’s tires
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"Simply said, the studios have destroyed the price-value relationship in video, particularly when low priced rental alternatives have sprung up everywhere." That’s a quote from iIndustry veteran Bill Mechanic’s wide ranging keynote speech at Independent Film & Television Alliance Production Conference in Santa Monica today. In it, the exec delivered a frank assessment of everything from creativity (or lack of it) at major studios, the copycat strategies of many independent producers, the glut of films produced over the past several years, and the role the studios themselves have played in "the confused video market." Of course, Mechanic knows that of which he speaks. He currently is president/CEO of independent production company Pandemonium LLC and was chairman/CEO of Fox Filmed Entertainment. Many in the home entertainment industry still know him best as head of Disney’s video division (and pay TV and international theatrical) for a decade in the 1980s and very early 1990s. I wasn’t lucky enough to hear the speech live, but here’s a transcript re: home entertainment. "I get asked a lot if the problems [of declining DVD sales] are systemic. My answer is not necessarily. That we would reach a point of maturation in DVD is natural and logical, but too much of the downturn is completely self-imposed. Like much of the bad decision making that has helped take a lot of the profit out of the business, the air was let out of the tires by the studios themselves. No top management of a studio really cared what was going on over the past few years other than was their budget being met. No one asked whether their units should be pushing Blu-Ray in the face of an economic melt-down or even whether or not Blu-Ray was going to be the next big ap to the general consumer. They simply accepted the idea that they could resell their libraries at higher prices. So no one asked what impact dropping the price on their existing DVD’s would have. I mean if I can buy TITANIC for under $5 in some stores, why am I so eager then to rush out to pay $30 or so when it’s released on Blu Ray? Is the quality difference that great? How many formats are yet to come? No one asked what buying great movies at cheap prices would do to new releases, which may not be as great. Give a consumer with less expendable dollars a choice between LEGALLY BLONDE for $5 or ALL ABOUT STEVE for $20 or $30, which do I want to buy? Simply said, the studios have destroyed the price-value relationship in video, particularly when low priced rental alternatives have sprung up everywhere. |
Streams Come True
IT’S DIFFICULT TO THINK OF A BETTER FILM released in the past year than Hunger. The directorial debut of video artist Steve McQueen, it traces the events of the 1981 Provisional Irish Republican Army hunger strike in Northern Ireland’s Maze Prison in which Bobby Sands (played by Michael Fassbender) starved himself to death, along with nine others, as the world counted the days. Given McQueen’s background in visual arts, it’s not surprising that Hunger isn’t a straight historical drama, instead taking an elliptical, visually beguiling look at the grim realities of men living in filth and destroying their bodies to fight back the only way they can. McQueen makes clear the toll the brutal prison regime took on the Protestant guards as well. To top it off, the film hinges around a 17-minute-plus single-take scene of Fassbender’s Sands and a priest played by Liam Cunningham performing a virtuoso duet for boyo patter and grim moral rhetoric.
When it first hit the film festival circuit in 2008, Hunger won several shelves full of awards, including the Toronto Film Festival’s Discovery Award, the Cannes Film Festival’s Golden Camera for McQueen and a British Independent Film Awards Best Actor trophy for Fassbender. Riding a wave of rapturous early reviews, it was picked up by IFC Films for distribution in the United States and opened in New York and Los Angeles in December 2008 — just in time for Academy Award consideration.
Assuming successful runs in the two biggest and most discerning movie markets in the country, Hunger would ordinarily have rolled out to art houses in bigger markets, then smaller markets all across the country; if it did well, it might even elbow its way into some mainstream multiplexes. But Hunger tanked in New York and Los Angeles — maybe shriveling hunger strikers and trembling guards were a bit too much as the recession deepened and the holidays approached — so it never made it to many markets. (It screened in Cleveland this summer.)
But Hunger did wind up having a local run, of sorts, this spring via Comcast Cable. For the past two years, the Independent Film Channel (IFC) has been making titles such as Steven Soderbergh’s two-part bio-epic Che, gritty Italian crime drama Gomorrah and Israeli/Palestinian drama Lemon Tree available on demand via its cable-TV arm at around the same time they hit theaters. For $6.99 — a good bit less than the going rate at most movie theaters these days — you can sit on your couch and watch movies that have yet to make it to the local art-house theater and may never.
Americans’ love of big popcorn movies seen on a big screen on opening weekend — especially summer weekends — is so well established and so lucrative that it’s hard to imagine the basic model changing any time soon. In fact, the blockbuster business is only getting bigger, with more mainstream filmmakers embracing overwhelming technologies such as 3D and IMAX. But at almost any level of film-viewing below the Terminator Salvations and The Hangovers of the world, all bets are off.
The rise of the Internet has created a world where, if you can type a title, no matter how old or obscure, into a search bar and hit return, you can track down a DVD copy, legitimate or otherwise, for delivery to your door. The proliferation of broadband means that attaching the word "torrent" to your search may lead you to a site where you can just download a bit torrent of the movie straight to your laptop. And that’s just the unofficial traffic in films: In addition to video-on-demand (VOD) offerings like IFC in Theaters, there are companies like Netflix that specialize in delivering DVDs to your mailbox, or now, through a broadband connection, directly to your TV. And web-streaming of full-length feature films with decent picture quality is on the rise.
In short, film lovers have become increasingly accustomed to wanting more and being able to get it, often whenever they want, if they can’t get it legitimately, many don’t let that slow them down. As consumer desires and expectations expand, companies ranging from movie studios to online retailers are trying a slew of new technologies and approaches in an attempt to adapt and arrive at the Next Big Thing in home entertainment, whatever that is, before the rest of the pack. It’s too early to tell how this will shake out in 10 years time, but film nerds will win out, as will some format or delivery system probably in the works right now. And just as some will win, others will lose.
THERE ARE ALWAYS PEOPLE looking for something they don’t have, and Mike White is one of those people. A lifelong film fan, he is the editor of the film ‘zine Cashiers du Cinemart and an occasional contributor to Scene sister paper Metro Times in his hometown of Detroit. (He is no relation to the actor/screenwriter/director of the same name, or the former Cleveland mayor.) White has spent years amassing a huge assortment of VHS tapes, laser discs and DVDs of his favorite movies, often illicit copies of obscure films that had never been available on home video. In the early ’00s, within the network of fans and websites devoted to such films, he began to make copies of some of his rarest items for other people.
"I had quite a collection and just tried to help folks out with finding obscure films," he says. "After a while it got to the point where I was sending out so many tapes that it didn’t make any sense to keep doing it for free, so that’s how superhappyfun.com was born."
Through superhappyfun.com, White and a partner sold DVD-Rs of hundreds of otherwise unavailable titles — everything from Japan-only films by shockmeister Takashi Miike to Change of Mind, a rare 1969 exploitation film in which a white man’s brain is transplanted into a black man’s body. And it turns out that it wasn’t just cult-y titles that people who stopped by the site wanted. The full-length version of 1976 TV movie Sybil, starring Sally Field, proved to be a popular request, as was Follow Me, Boys!, an obscure 1966 family film starring Fred MacMurray.
Of course, a "popular" film for superhappyfun.com might sell a few hundred copies. White says the site never brought in more than "pocket money … It might have helped pay for [acquiring] the movies themselves." But then, unlike organized pirates who churn out thousands of shoddy copies of hot new releases, White was focused on films, not profits. "I tried to be the most ethical bootlegger I possibly could be," he says. "My whole idea was that I wanted to be put out of business, in that all of the movies that I carried were available legally and easily for folks to get their hands on. It wasn’t to my chagrin that I would pull a title because it was coming on Criterion DVD, it was like, ‘OK, finally. Instead of a 12th-generation copy, here it is on DVD for everyone to see.’"
White gave up his part in superhappyfun.com in 2008, in part because of a conflict with his partner, in part because of "checking the mail every day to see if I had any cease and desist orders — after a while it got to be a little too unnerving." But the trade in bootleg copies of obscure films on the web continues, with sites such as Just for the Hell of It (j4hi.com) and Shocking Videos (revengeismydestiny.com) going strong. "Business is still pretty darn good out there for folks," says White.
"Our goal is to not only put those people out of business, but hopefully in jail," says George Feltenstein, senior vice president of marketing for Warner Home Video Theatrical Catalog. But even Feltenstein acknowledges that "the best cure to piracy is to make the product available. It all exists because there’s demand."
To that end, in March Warner Home Video launched the Warner Archive, a new retail program that has the potential to revolutionize the way studios deal with their film libraries and movie fans score copies of their undersung favorites.
For the past 23 years, Feltenstein has overseen Warner Home Video’s catalog business, releasing and marketing thousands of older titles from the vaults of Warner Bros., MGM (through 1986), RKO Pictures and other classic studio libraries — more than 14,000 titles in all, stretching all the way back to 1914. He’s been steadily bombarded with requests for titles that haven’t yet appeared on VHS or DVD. Even with what Feltenstein describes as Warner Home Video’s "aggressive" mining of its catalog — which includes everything from A Charlie Brown Christmas to Zabriskie Point — there have always been people willing to pay for obscure titles that it made no financial sense to release.
"Generally, we tend to need to break even at retail at around the 20,000-unit mark," says Feltenstein. "And if a title can’t make that threshold, it would make the likelihood of a retail release [very small]." The demise of stock-everything retail chains like Tower Records and Virgin Megastore has made releasing catalog titles even tougher.
Cue the Warner Archive. Via the program’s web page (wbshop.com/archive) consumers can now click on one of nearly 200 titles and counting from the Warner Home Video library and buy a DVD copy of the film, individually burned and packaged in a standard DVD keep case with printed cover art. While Feltenstein might find it hard to justify authorizing the manufacturing of 20,000 units of vérité-style ’70s heroin film Dusty and Sweets McGee or Christopher Strong, Katharine Hepburn’s 1933 leading-role debut, being able to sell individual copies on demand for a profit represents a win-win for consumer and studio alike.
"All these little nooks and crannies in our library, they become viable," he says. "At some point, every one of our 6,800 feature films and multi-thousand television shows, short subjects, cartoons — anything in our library — will be available to the consumer ordering through the Warner Archive collection."
The Warner Archive also offers on-demand downloads of the films for a lower (but not much lower) price. So far, Feltenstein says, download sales have been "basically a blip on the radar — the overwhelming majority of purchases have been for DVD." He declined to discuss actual sales figures, but concedes, "It would be foolish to believe that downloads from our library are not going to be a growing aspect of our business."
JUST AS PEOPLE HAVE ADAPTED to the idea of listening to a downloaded digital bundle of compressed 1s and 0s as an album, so have people begun to adapt to the idea of watching movies on a computer screen, or even the tiny window of a cell phone or MP3 player. Apple currently sells or rents thousands of films through its iTunes online store, and Amazon has followed with its own video-on-demand selection of 40,000 titles. Netflix offers a streaming library of some 12,000 titles, all free to its 10.3 million mail subscribers (up from 6.3 million in 2006).
"We think DVD rental by mail will continue to grow for five to 10 more years," says Steve Swasey, Netflix’s vice president for corporate communications. "But ultimately, 15, 20 years from now, it’ll all be streaming, and we believe that we’ve got a great stake in the ground for that."
Indeed, if anything is holding back an explosion of movies streaming over the Internet right now, it’s that in most broadband households, the Internet ends at a computer. But streaming is creeping ever closer to being as easy and appealing as flipping on the tube. A company called Roku manufactures a small black box that, for about $100, transfers streaming web video from Netflix or Amazon to your TV set. Perhaps even more decisive, Microsoft’s Xbox 360 videogame console performs the same trick. More than 11 million Xbox 360s have been sold in the United States, and according to Swasey, Microsoft has reported that more than a million Xbox owners have used the console to watch Netflix streaming.
The titles Netflix offers on streaming tend to be "catalog" films — older films, foreign films, TV episodes, not the current hits — and, at 12,000 titles, a fraction of its DVD and Blu-ray library of more than 100,000 titles. "When we buy the DVD, we own the DVD, but we’re licensing the streaming content differently," says Swasey. "This is new and it’s evolving. It’s a whole new economic model for the studios." In some cases, he says, Netflix doesn’t have a title for streaming because of expense — The Dark Knight doesn’t come cheap for any licensee in any form — and in other cases, it’s a matter of studios not wanting to compromise other licensing deals.
Those who hold the rights to films seem to be holding back online streaming somewhat too. In November 2008, Efe Cakarel launched the Auteurs (theauteurs.com), a website that’s a combination online streaming art-house theater and social-networking nexus. ("We want to … take foreign, classic and independent films to the people — and the people are on Facebook and Twitter," Cakarel writes via e-mail.) The fledgling site has formed partnerships with gold-standard DVD imprint the Criterion Collection and the World Cinema Foundation, and hosts an impressive array of curiosity-stoking contemporary films from all over the world. But so far it offers a total of 500 films for paid streaming.
"The big film studios who own a lot of the classic films still make a lot of money from TV deals and are afraid that doing smaller online deals will erode this lucrative source of income," writes Cakarel. "For undistributed films, rights holders hold on to the illusion that niche films have the potential to make them rich when released in the U.S. market and ask for unrealistic prices to show their wonderful films that are destined for small audiences."
So far, the Auteurs can boast 240,000 unique visitors a month and more than 80,000 registered users, though, as Cakarel acknowledges "not many people have paid for streams yet, but these are the early days for feature length [video on demand]."
Cable television — the other fat pipe of information flowing into many American homes — has been offering movies on demand and recent film releases on a pay-per-view basis for years. With the growth of VOD and the wane of theater screens devoted to independent and foreign films, IFC Films launched its IFC in Theaters program two years ago to make its films available on VOD via the IFC Channel to coincide with their theatrical releases.
"We found that it was very successful in terms of the way we were releasing," says Arianna Bocco, vice president of acquisitions and production for IFC Films. Not only does adding VOD offer "two revenue streams for all the marketing and publicity we [do] at the time," she adds, it creates "a wider outreach and wider footprint."
Bocco declines to offer any numbers, but does note that IFC in Theaters was successful enough that, in March 2008, her company launched IFC Festival Direct to bring to VOD new films that weren’t going to be getting anywhere near a theater anyway, from Fear Me Not — a Danish drama about a man taking part in an antidepressant study and suffering from ever more sinister side effects — to Faintheart, a British comedy about historical reenactors.
"You’re still spending money to release the movies," says Bocco. "But you’re really cutting out the most prohibitive costs of releasing a film [theatrically], which is the ‘P&A’" — prints and advertising. There’s some potential that if it does well on VOD that the film could actually make some money for the filmmaker, as opposed to what most films do, which is lose a lot of money."
OF COURSE, THIS BRAVE NEW world of obscure DVDs ordered up with one click and new films streaming instantly to your home doesn’t excite everyone, least of all those who have done the most to support discerning cinema culture over the past 50 years or so — namely the art-house theater and the serious video store.
George Mansour, now 75, has been booking art-house films since he was 30 years old, so he has witnessed the early waves of foreign films shaking up these shores, the collapse of the old Hollywood studio system and the rise of the independent filmmaker, the advent of home video and the heyday of crossover "indie" hits. In addition to consulting for New York’s famed Angelika Film Center, he now books 21 screens around the country. Asked if VOD programs like that of IFC affect the business such films do at theaters he books, he answers, "I think it does.
"Magnolia and IFC and companies like that are trying to have their cake and eat it too — trying to have theatrical runs and also have the money from on-demand," he continues. "It’s fine for them, but it is cutting into the grosses of the small, independent art houses. I don’t know whether ultimately it’s going to be something that’s self-defeating."
Neither IFC nor Mansour will discuss numbers for box office or VOD take, but Mansour cites recent IFC theatrical release The Girlfriend Experience, Steven Soderbergh’s hotly hyped film about an escort played by porn star Sasha Grey, as a film he suspects may have done better at in art houses if it hadn’t also been available via VOD.
"Maybe if I were a little more Olympian about this idea [I could say], ‘Well, this is a great way for someone in Lincoln, Nebraska, or some cut-off rural area, to be able to access specialized movies," says Mansour. "But why not wait three months, four months? At least give the theatrical run a chance for it to breathe and to generate grosses and to keep the places that advertise and that make people aware of these movies alive."
"For the kinds of movies we release, I think there’s room for both" theatrical release and VOD, says IFC’s Bocca. "And I don’t think that the theatrical experience will go away, because it’s a social experience. There’s so much more to it than watching a movie on a big screen." In the long term, she argues, "DVD has a larger chance of being in jeopardy" as a format than the classic art house.
Streaming may be coming on strong, but Blu-ray technology has given movies-on-disc a boost with its exquisitely sharp picture, rich sound and boatloads of features. "I personally don’t see a great rush of people who wanna build a collection of movies on their computer," says Warner Home Video’s Feltenstein. "But they want to have them to watch on their 100-foot screen. That’s what Blu-ray offers." And just as it took DVD a number of years to catch on, it will take it a number of years to die out, says Netflix’s Swasey. After all, he notes, "the VHS tape is still clinging to its last breath of life. You still have Americans with VHS players on their rack and tapes they just can’t part with. DVDs are only 10 years old."
Mike White just wants to watch more movies, and the format matters less than the fact that he knows they’re out there, out of his reach.
"What about all those films that still aren’t available on DVD and were never available on VHS?" he asks. "Are we ever going to catch up to that point? Or is that going to be version 4.0, where we actually have that dream that we’ve all had — you know, it’s three o’clock in the morning and I suddenly want to see The General with Buster Keaton, and I can just go to my interface unit and punch a code and there it is. It’s what they’ve been promising us for years. ‘Oh yeah, we’ll have every movie in the world and it’ll download immediately.’ You’ll turn on the chip in your head."
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Apple dominates online but late to living room
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On Wednesday, Apple will hold its annual fall keynote event, the same one at which four years ago the company launched TV show downloads, essentially kicking off the digital movie and TV business, which had been flailing up to that point. Since then, Apple has dominated the TV and movie download and rental business, largely thanks to the ubiquitous iPod. But with competitors from Microsoft’s Xbox Live to Netflix leading a charge to move the digital movie business from portable devices to the ultimate destination—the living room TV—can Apple hold onto its lead? An onslaught of devices already in homes and headed to market in coming months are delivering movie downloads to TVs from almost every Internet movie service—except Apple. At the same time, Amazon Video On Demand, Roxio CinemaNow and Xbox Live have all added or announced upgraded features such as instantly streamed movie and TV downloads to make their services more appealing to consumers. |
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Yet plenty of rumors are floating around about the company’s plans for TV screens, everything from HDTVs to a media tablet, another screen for consumers to watch video. Piper Jaffray analyst Gene Munster put out a report in August predicting that Apple would release an updated AppleTV that includes digital video recorder functions with a possible TV subscription service later this year. Munster and others also predict that, by 2011, Apple will put out its own HDTV with built-in digital movies, music and interactive viewing features. When Apple moves to the living room, the competitive landscape is likely to be different from that in the portable space, where the company has maintained its market lead partly through its proprietary digital rights management system, which locks iTunes downloads to the iPod and off other players. Studio execs wouldn’t speculate on how the competitive landscape would change in the living room. “ITunes is still the biggest player. That’s something that changes as you move to the living room. The degree to which it changes is up for debate,” Sony Pictures Home Entertainment executive VP of digital distribution Sean Carey said. Lionsgate president of digital media Curt Marvis, who previously headed Apple competitor CinemaNow, said, “Everybody in the industry is grateful that Apple has helped kick-start the digital delivery business, because somebody needed to do this.” |
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Right now, the Xbox 360 (which sells downloads through Live Marketplace, soon to be replaced by Zune Video, and streams Netflix’s service) and PlayStation 3 (PlayStation Network) are dominant players in the living room, arguably because of their direct connection to the TV and their large gamer base, studio execs say. Analyst Michael Pachter said Apple should be more concerned about Microsoft. Apple’s arch-rival has made plenty of missteps through the years but has been more successful than most in the digital video space. “I think [Apple] should fear Microsoft as opposed to dismissing them as they do in their Mac ads,” he said. “Microsoft has a huge jumpstart on them with the Xbox base—something like 11 million of those guys have access to all those downloads.” |
