Great New Look! Great New Flavour!

The grand dame of doubts in the digital revolution continues to be how DIY filmmakers can recoup their investments in their films and even make money. That is, in the giant glut of one billion bad home-made movies, how can the more capable, creative filmmakers fight their way through the long tail and maybe even pay the rent! Currently, the online revenues from video sites like Revver just don't add up to much. Even the truly viral videos (hundreds of thousands of views and up) might bring the filmmaker 30 or 40 thousand bucks. Not bad for a three minute short made in your basement. But they're the notable exception, rather than the rule. And it's still not a model for returning investment on quality (and more expensive) narrative films online.

Enter the big boys, like NBC or Sony, who will finance content to penetrate the rapidly growing online media marketplace--they have the muscle, track records and connections to sell ads on their sites, even if for the time being they see their online endeavors as loss-leaders (i.e., they simply want a toe-hold in the "mobile content" game).

But my gut has told me for some time that the DIY filmmaker--the truly indie artist making movies with sheer force of will and talent--can just as easily access ad dollars. It might not be money from Coca Cola, but maybe it's money from an up-and-coming local designer who will give you $5000 to prominently feature their clothing label in your movie. Or a regionally produced wine which gets significant "product placement" in your film--hey that regional wine producer might just kick in money if everyone on-screen gets shitfaced exclusively on the company's identifiably unique plonk. Well, it's starting to happen with upper-level indie projects. I foresee the same when savvy DIY filmmakers start to pound the pavement looking for private money. Check out this article from the LA Times wherein Lorena Muñoz writes:

In what could be the latest trend in the financing of independent films, Unilever brand Dove has agreed to invest $3 million — about one-fifth of the budget — into "The Women," the first theatrical movie by Diane English, the creative force behind the hit television series "Murphy Brown." Gatorade, the sports drink maker, quietly put up $3 million for the production of "Gracie," a story about a girls soccer team that is coming out this weekend.

"With low-budget movies you have to have different ways to create marketing efficiencies and leverage your ability to fund them," said Andrew Shue, producer of "Gracie." He said the seed money from Gatorade enabled him to raise an additional $7 million from a hedge fund. "This is absolutely something in the future for these kinds of movies that are smaller budget and under the studio threshold."

In an era where good content is immediately duplicated and torrented online, the prospects of selling individual DVDs to recoup investment dwindles more by the hour. There has to be a way to derive revenue from viral pirating, and the only way so far seems to be embedding the ads right into the content itself. Even episodic television traded online gets the ads deleted by the copiers, reducing the value of those ads to the ever-eroding traditional television delivery model. So, the ads must be inextricable from the content. And that is product placement--a concept that has invoked outrage in the past, with fears it might lead to some degradation of the integrity of the artistic product. But product placement already happens--from James Bonds' Omega wristwatch (cannily chosen over a Rolex in the last movie installment) to the choice of Jason Bourne's getaway vehicle. On a smaller scale, the DIY filmmaker can find like-minded "sponsors" who will be happy to see the filmmaker's movie "stolen" a million times around the world. Each act of piracy is another eyeball getting acquainted with the advertiser's product.