It is a bit late but there is an excellent Berlinale keynote by Don Tapscott called “Rethinking Film and Film industry for the 21st Century” [1].
You will find the presentation as pdf here [2].
Mainly he talks about changing markets and how motion picture will/could change. Actually he gives examples that we are just in a big change called web 2.0. I hate the term. It has the “multimedia"-taste to it but he really uses it correctly.
Think about the kids
One thing that really opened my eyes is that we may not draw conclusions from our consumer behavior to the market cause the market is changing. Kids and teens are used to short clips on youtube, watching movies on mobiles or the Internet so there will be no problem for them to consume this way. This calls for a new way of thinking about motion picture and entertainment markets and that is what this keynote is all about.
Where’s the money?
This results in a need for new strategic sources of income. Copyrights and property for digital information is old fashioned. Look what happened with mp3 and what it could be. It’s better to claim no property at all but to look for alternative sources like service, advertising, donations or subscription fees. For example just think how accurate user statistics are in the world wide web compared to estimated values in tv advertising.
That is in a way the big thing behind what a production company noticed in the conversation “Show Me the (Advertising) Money!” [3] on the 41st International Quorum of Motion Picture Producers Conference. No need for big agencies. Direct contact with the customer! No unnecessary long ways.
YOU BENEFIT!
This enables great possibilities for independent creatives because you don’t depend on the distribution structures of big companies. The web is free. You can get your customer base with a great product and word-of-mouth advertising. That is what happens with the music industry right now. The artists directly benefit from it instead of paying the big labels and record companies.
[1] Rethinking Film and Film industry for the 21st Century (medienboard.de)
[2] Berlinale Keynotes (medienboard.de)
[3] Show Me the (Advertising) Money! (studiodaily.com)