Pixel Lab Diary - Day 4

THURSDAY 8th July 2010

Plenary Session: "New Revenue Models & New Delivery Partners" Wendy Bernfeld

I had been looking forward to this - and wasn't disappointed. Wendy is really sharp and inhabits a new world of distribution - she works on behalf of networks 80% and producers 20%. The possibilities are endless with a non-exclusive approach it would seem...

Think about:

• Different windows and regions
• Produce shoulder material (extra content)
• There are commissioning and broadcaster hold backs
• Keep deals non-exclusive wherever possible
• Start deal negotiations early

Plenary Session: "Digital Rights Issues for Cross-Media Properties" Gregor Pryor. Gregor gave a presentation that was an overview of current law, new thinking and issues we all need to consider in the creation of new IP properties.

In summary:

• Digital production and distribution is a core business driver for film industry moving forward
• Latest production focus is on international cross-media property development
• Clear divisional distribution and exploitation strategy attracts financiers
• Beware digital seduction

Then a Group Session with Steve Peters. By this time I had radically changed the AWP plan and I tested the new pitch in front of Steve and my group.

AWP Plan - I had been thinking about AWP as a transmedia campaign with various outputs: feature film, game, tv series, mobile, events etc. £750k

New Plan - My thinking now was to have the feature film as the driving media platform - supported by a before and after transmedia campaign. £500k

The pitch went down well - I added in real world objects, 'secret cinema' type events and kept the transmedia delivery small and manageable. Will it stick?

Plenary Session: "The Social Web, Storytellers and Brands" Mel Exon. Mel was really good - she showed a number of key brand/advertising led projects. It was great to get up to date info on this world as it's a minefield to approach from the outside.

It seems that although brands are keen to tell stories, the commissions Mel showed are projects that encourage storytelling - i.e. encourages word of mouth recounting - rather than the telling of a fictional narrative. I can see how this is useful and a pretty solid approach but the pendulum will undoubtedly swing the other way - people always want stories told to them at some point.

I had an individual meeting with Mel Exon - my gambit was should/could I approach brands with AWP? - at last an honest answer from the murky world of brands - probably not! Mel did give me some other ideas and we talked a lot about a potential new wave of interactive video projects (inspired in part by the recent Touching Stories and the AWP team's previous interactive film Crimeface).

Group work - so close to the Friday pitch now and AWP undergoing big changes in my head - practice the pitch - edit the pitch - practice the pitch - edit the pitch - practice the pitch - edit the pitch