Translating Hollywood's Command of Audience to the Networked by 4Kgvgtn

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									      Translating Hollywood's
    Command of Audience to the
   Networked Distribution Reality

        What Hollywood Can Learn from
               Digital Identity


NeoPixSys                               HPA 2005
                 Patrick Gregston

                     NeoPixSys

                       Making
            Content Distribution Networks
                        Work


NeoPixSys                                   HPA 2005
                 Patrick Gregston

                     NeoPixSys

            Frictionless exchange between
                 author and audience.
                        and/or
                Make piracy kill itself

NeoPixSys                                   HPA 2005
               Joe reminded me-
                 Hollywood has
            Command of the Audience

 •   Original Information industry
 •   Dominates popular culture
 •   You will watch a movie
 •   Only concerned with which movie
 •   Absorbs and co-opts disruptive technology

NeoPixSys                                 HPA 2005
            My friend Doc told me-
                • Markets are conversations.
                • Markets consist of human beings, not
                  demographic sectors.
                • Conversations among human beings sound
                  human. They are conducted in a human voice.
                • Whether delivering information, opinions,
                  perspectives, dissenting arguments or
                  humorous asides, the human voice is typically
                  open, natural, uncontrived.
                • People recognize each other as such from the
                  sound of this voice.
                • The Internet is enabling conversations among
                  human beings that were simply not possible in
                  the era of mass media.



NeoPixSys                                                HPA 2005
            Doc has a friend -Andre
  The three tiers of Identity-

               1- Personal (assumed)
                  Who we are as we define it

               2- Assigned (corporate)
                 Who we are as they define it

              3- Abstracted (marketing)
                    Who they guess we are


NeoPixSys                                       HPA 2005
    Garages are Tier 1 territories




       • Filled with what you put there
       • Not subject to other authorities
       • Open to whatever you decide
NeoPixSys                                   HPA 2005
    Wallets are Tier 2 territories




            •Issuing entity defined
                   •Isolated
NeoPixSys          •Pre Net           HPA 2005
  Mailboxes are Tier 3 territories




        Because Marketing is about guessing
        what you want and who you are
NeoPixSys                                 HPA 2005
            The power is outside in




NeoPixSys                             HPA 2005
            Peter Guber told me

     The Hollywood marketing model
 • Awareness



 •             Intent

 •                      Action
NeoPixSys                         HPA 2005
            Doc’s friends Eric & Sayo

                      say

                 Markets are:
                  Relationships
                  Conversations
                    Exchange
NeoPixSys                               HPA 2005
   What happens when T1 gets equal
         to T2 in the market?




NeoPixSys                      HPA 2005
            The network makes new
             market conditions
 • Two way communication
 • No limit to who and what people and
   companies can relate to
 • Customers instead of consumers
 • People want ( and can get) what they
   want anytime, anyway, anyplace


NeoPixSys                                 HPA 2005
                     WIFH?
                  What’s in it for Hollywood?




 •   Reach 100% of the market
 •   Eliminate rating brackets
 •   Collect at (almost) every price point
 •   Apply Amazon/Netflix recommendations
 •   Cost effective availability of catalogue
 •   Leverage customer capacity*

NeoPixSys                                       HPA 2005
             What is required?

 •   A ‘customer’ orientation
 •   Customization of product
 •   Market relationships
 •   Be ‘married’ instead of ‘moving content’
 •   Embrace the networked customer
 •   Make better locks
 •   Have friendly protections like watermarks
NeoPixSys                                 HPA 2005
              Why we need
            customer capacity
 • Central distribution to equal current box
   office and/or rental market expensive
 • Distributed capacity more efficient
 • Distributed capacity harder to steal from
 • Can support any DRM/format

NeoPixSys                               HPA 2005
            Trust is the issue




NeoPixSys                        HPA 2005
             Thank you!




 pgregston@cox.net        805.565.4143
NeoPixSys                         HPA 2005

								
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