The Ever Democratization of Filmmaking

Never before has there been such great distribution of independent and low budget content. People of every level of expertise, talent and budget are able to promote and distribute their content almost at will. There are both positive and negative aspects to this, you can see it as the Win and the Reversal. I thought I might talk about this in a way that would lead to what I hope to achieve in in this blog – that of using social media and networking to make connections, relationships and build trust with filmmakers that are on any level. That way we can learn together and perhaps even work together.

Equipment

We know that Computers, Software and Cameras are becoming cheaper; well it seems like a slippery slope with Software and even new Cameras making more demands on other hardware. Be that as it may, anyone can make a film now. It does not really require a RED Epic, an 8 core Mac Pro with Media Composer 5, NukeX and Cinema4D – that’s just what you end up dreaming about. Do a search on Google and you’ll find hundreds of suggestions on cheap cameras, editing software and computers. If you are reading this then you are probably somewhere between that and whatever you dream about.

Distribution

Here is where the power is. Online channels like YouTube and Vimeo do not make any judgment on content quality or the way the content was created. They do seem to be able to locate and filter out content that makes use of copyrighted soundtracks and they do highlight certain videos that they like (popularity based?). Regardless of that, anyone can upload anything. Before online video distribution like this, it was next to impossible to get your content out there. Short of conforming to 35mm and renting cinema time, you were stuck with handing out tapes or DVDs.
Now a filmmaker can upload his/her content and put it in sight of millions of possible viewers. It does not mean that many of those millions will see it, let alone approve of it. It does mean that there is a lot of junk out there. It is a pity, But that is a possible reversal of a good thing like free online distribution services.

Advertising Through Social Networking

Social Networking is on the rise with no end in sight. Not only can you share with every friend you have on every network you are part of, you can also bookmark links to your movie and let everyone else share and spread the word. However, while there are millions of possible people to share with through the concept of pyramid connections, not many people take notice of the links (not even friends). The tactic here is to build trust over the long term; establishing relationships with people who value your input, then – when you share your video link – people will take is seriously.

Monotization

Apart from the few people who have been noticed online by there amazing video content, there is little chance in making money by hopping for the best. YouTube seems to have come to the fore, by putting together a great opportunity for filmmakers to make money from their online content: YouTube Rentals. Ok, Google will be taking a shaving off whatever price is charged, but kudus to Google for finding a way to earn money from YouTube.

Conclusion

There is a lot of positives to be gained by taking part in online video distribution. The channels over a way to distribute content that was only available to the rich. The fact that the distribution medium is over the internet opens the doors to things like social networking and the possibility to advertise to the world.
The downside is that it can be taken for granted and the quality compromised; poor content and editing for the sake of putting something out there. Another threat is that people with the right finances will take over the opportunity and once again make it harder for the lessor known and lessor financed filmmaker to make inroads into the online market. A kind of Hollywoodizing where the film moguls are calling the shots and we are back to stage one – where the enthusiast filmmaker can’t get into the networks that were originally made for him/her.
It is almost as if it is a reversal of the original intent. However I doubt that that will happen because if there is one thing that makes the online community what it is – it is the online community, not just a few high powered individuals. So it behooves us, us filmmakers that find ourselves trying to make it in the online world, to stay connected and help each other out with Sharing, bookmarking, advertising etc in social networking channels. Maybe; and this is what I strive for, connections will be made that will create relationships that lead to films being developed in real life.

[Image by: believekevin]