The Production Consumption Conjunction (Essay)

The following is my essay in response to topic #3.

“3. Digital media put the tools of production into the hands of the everyday computer user making it incredibly easy to produce content. These creative skills used to be something that people worked to develop. Now it appears that amateurs can produce content of a fair standard within a relatively short period of time. Where does this leave 'professionals' and highly-skilled artists? Choose one area of creativity and discuss some of the challenges facing practitioners vs amateurs in producing digitalcontent.”

The Production Consumption Conjunction – The Internet and Film

For the past century film and cinema has been controlled primarily by industries such as Hollywood with Independent filmmakers having to work extra hard to receive recognition. However, in the past decade the production and consumption of films has taken a major turn due to the internet and other digital technology. These new communication technologies are providing unique and effective ways of distributing content turning the entire world of production and consumption upside down.

Within the past few years, the number of videos viewed by the general public has increased drastically and is still on the rise. According to ComScore, in November 2008, America’s online audience had watched 34% more videos than the previous year, with 77% of all US internet users having watched videos (1). All in all, 97 million viewers watched 5.1 billion videos on Youtube alone, averaging in at approximately 52.3 videos per viewer (1). Furthermore, the mobile internet user population is predicted to more than double in this year and has already seen an increase of 74% in videos streamed (2). Thanks to websites like www.youtube.com amateurs, independent filmmakers and businesses can all upload their content regardless of quality and gain publicity. The popularity of these websites guarantee audiences and are changing the way the world of film works. Independent filmmakers are finally able to gain exposure and display their works within the continual onslaught of mainstream drivel.

The general public is wising up to the possibilities of the internet. On November 4th 2009, the U.S. election day, CNN.com gained 21.3 million video streams within the space of nine hours, over four times their previous record of 5 million viewers (3). Speaking in regards to the Obama inauguration, market research analyst Caroline Dangson stated “I think people realized that they had access to this in ways beyond television and traditional media” (3). While the internet is benefiting non mainstream producers and making production and distribution easier, the fact of the matter is consumption. While consumption of content has increased people are still mainly interested in what pop cultures dictates ‘good’ entertainment. The content may be there, but is it being seen? People seem to only be interested in the usual as evidenced by the fact those in Hollywood are losing millions of dollars of profit every year due to piracy over the internet. Anyone with the internet can download any movie released on DVD as well as bootlegs from a filesharing P2P network such as Limewire, Emule, or login to a bittorent network and download the files. Like when TV first emerged, people are beginning to stop going to the cinema and are buying movies less. Why would they bother when they can get them for free from the comfort of their own home? The Motion Picture Association of America (MPAA) conducted a survey of 3600 internet users in eight countries, including Australia with 24% of participants claiming to have downloaded a movie online (5). The change in technology seems to be directly relative, with countries like Korea where 98% of people run broadband, 58% of those surveyed claimed to have downloaded a movie (5). The MPAA estimates that due to this their industry is losing approximately $3 billion annually.

Despite this estimation, and in a time where most professionals are suffering due to the economic crisis, Hollywood seems to actually be doing better than ever with movie ticket sales increasing by 12% compared to last year (6). However independent filmmakers are feeling the heat “I’ve been in the business for seven years, and this is one of the worst times I’ve seen,” says indie filmmaker Rastogi, “films that could be made two years back - you can’t even think about them anymore. The companies we are talking and distributing with, half of them are not even in business right now” (6). These filmmakers are being forced to consider other options, fortunately, they seem to know where to turn “For independent filmmakers like me, we absolutely have to use the Internet,” said Fay Ann Lee, a writer, producer, director and actress who lives in New York. “It’s really the only answer” (6). The biggest innovation, and inspiration, for all independent filmmakers out there comes in the form of a film called Four Eyed Monsters, a film released exclusively and in its entirety on Youtube. Due to a deal with Youtube, the filmmakers make one dollar of profit for every view their video received. Filmmakers Weeks and Caldwell who were struggling to find a film festival to take their film were able to strike a similar deal with Youtube for their film 10 MPH and now receive 55% of the advertising revenues generated by their film (6).


(This is the trailer for the full-length Youtube feature Four Eyed Monsters.)

There are a number of similar opportunities available all across the web nowadays. Organizations like Indieflix is a unique film distribution company that will distribute chosen films across sites such as Hulu and Netflix and make profits for the filmmaker at a 30% commission rate (4). In a similar fashion amazon.com’s createspace.com offers filmmakers the opportunity to sell DVDs and video downloads. This change in the flow of production, distribution and consumption is creating equality amongst artists. People with good ideas finally have the chance to gain exposure when normally they’d have to live in America and work their way into cinema. Anyone around the world with a video camera, a small budget and a creative mind can catch a break nowadays. With technology getting cheaper, and distribution getting easier, everyone is starting to get their say rather than the same old Hollywood numbskulls, over and over again.

The fact is an interest in film is something one develops over the years. Whether or not one is privileged enough to break into mainstream cinema is not a sign of professionalism. The only boundary is the resources and the cost. But with new communication technologies on the rise, getting cheaper and better by the year, the world is entering a new age, where every man and woman can have their say. Whether it’s a phone camera, digital camera or handy cam, anyone can film their thoughts aloud, their actions, a collage of their feelings and place it on the internet for the world to see, react and respond. For all its whining about piracy, Hollywood has little to worry about in the long run, it’s the fact that independent filmmakers may start to outshine them that they should really worry about.

All webpages accessed on the 17th of October (2009).

(1.) http://blog.videoagency.tv/category/internet-video/

(2.) Novarra, 2009 http://www.broadcastnewsroom.com/articles/viewarticle.jsp?id=865207&afterinter=true

(3.) Rajagopalan, Pras 2009, Obama Inauguration Puts Online Video Consumption Into Focus, http://www.cbc.ca/technology/story/2009/01/21/online-video.html

(4.) Jones, Sean 2009, How Filmmakers Can Beat the Recession, http://www.independent-magazine.org/magazine/06/2009/beattherecession

(5.) Pruitt, Scarlet, 2004, MPAA: Movie Piracy Is the New Plague, http://www.pcworld.com/article/116842/mpaa_movie_piracy_is_the_new_plague.html

(6.) Chow, Denise 2009, Economy Leaves Independent Filmmakers Reeling, http://journalism.nyu.edu/pubzone/pavement/in/economy-leaves-independent-filmmakers-reeling/