How Social Media Is Changing Paid, Earned & Owned Media

Roman Sierra, at Genepsis Media, pointed out this very interesting article by Laura Drell.

I recommend the whole article but the point is:

At this point in social media, we pretty much have metrics along the entire purchase pathway,” Wolinetz says. “We know the amount of eyeballs that something hits and how far it spreads.”
Whether it’s better to get X million hits on one post of earned media on Perez Hilton or the same number of impressions spread over 25 different sites comes down to the campaign. “Depending on your objective, one would be more important than the other,” says Wolenitz.
Hougland adds that we’re getting to the point where there are different performance metrics for each point along the marketing funnel. You can determine your effectiveness at achieving a goal, whether it’s brand health, brand awareness, brand preference or intent to buy, says Valentine. Owens puts it bluntly: Did we drive more leads and sell more cars? Did more people book hotel rooms? Do people have a better perception of the brand?
As more consumers get on board with social media, generating earned media through social shares will become an even higher priority. And that means paid and owned media — and the teams that manage each — will need to work together even more seamlessly. The barriers of the silos are broken, and they’re only going to crumble more.


Incentives to Shooting and Producing in New York

Seek to take advantage of these incentives from the DEVELOPMENT stage. Make sure to tie them to your business plan, filmmaking and fundraising strategies and you will make your investors more willing to invest in your production because they will recognize your professionalism in recognizing and exploiting these opportunities.  You can also find all this information here

“Made in NY” Incentive Program
New York City’s “Made in NY” Incentive Program offers film and television productions a slate of opportunities that make it more attractive than ever to shoot in the five boroughs, featuring incentives and discounts - along with expanded customer services for production, including NYC's marketing credit, cultural benefit, vendor discounts, logo, concierge service, expanding facilities and labor enhancements.

The New York State Film Production Tax Credit
The New York State Film Production tax credit program provides qualifying film and television productions a 30% credit for qualified production expenditures. All eligible productions shot in New York City may qualify for this program.  In August 2010 new legislation extended the program through 2014, allocating $420 million per year.  To learn more about the credit, contact the New York State Governor's Office for Motion Picture and Television Development at 212-803-2330 or visit the website at www.nylovesfilm.com.
For basic information on New York’s tax credit program for qualified film and television productions, click here.

Sales Tax Exemption
Most goods and services used for the manufacture of a film are exempt from Sales tax.  For information, instructions and applications for claiming the sales tax exemption for film production, click here.

Vendor Discount Program
The “Made in NY” Vendor Discount Card is available to productions working in New York City and offers discounts at hundreds of local businesses throughout the five boroughs.

Federal incentives: Information about the American Jobs Creation Act.

Film Grants: Available funding for media and entertainment artists.

Theatre incentives: Information on rent tax exemptions for the first 52 weeks of qualified theatre productions in parts of Manhattan.

Free Webinar: 25 Things You Might Have Missed at NAB Show

TV Technology will review the most interesting new products, technology developments, demonstrations and more in their third annual "25 Things You Might Have Missed at the NAB (National Association of Broadcasters) Show" webinar. This free hour-long event will be streamed on Wednesday, June 29th, 2011 at 9:00 AM PDT. Register for it here.


Cool and Useful Site to Explore: Influence Explorer

"Type in the name of a company, your lawmaker or a prominent individual, and see how they're influencing the political system."


First Look Deal Watch

Benderspink renews its first-look deal with New Line Cinema through June 2013. Check out their site and submit scripts if you think you have something they would produce. 

BUT BY ALL MEANS, be professional when you submit and do your research.  Don't just submit a great script, give them something that will make money too.

Eye on Producers

Silvio Horta inks overall deal with Sony

"Ugly Betty" executive producer Silvio Horta has signed a two-year overall deal with Sony Pictures Television.  Horta is already at work developing new projects for the studio, including an hourlong dramedy about a Cuban family living in Miami. The project, prompted by an idea from Fox programming chief Kevin Reilly, is intended for Fox but there's no deal in place yet. 

The untitled Reilly-inspired project is not unlike "Betty" in that it will interweave comedic and dramatic elements and center on a Latino family. More specifically, it involves a group of sisters and their interconnected love lives. 
Horta will layer the premise with an "undercurrent of mysticism," he said, noting that he drew on his experiences with his own Cuban family in dreaming up the project, which Sony and Fox are still negotiating.
If the project goes forward, "American Idol" judge Jennifer Lopez could be attached as an executive producer through her Nuyorican Prods. shingle.




On the extended CA Film Tax Credit Program

The CA State Assembly recently passed a bill to extend the CA film tax credit program. The bill would provide an additional $500 million in CA film tax credit funding through fiscal year 2014. The Senate is expected to vote on the bill later this summer.

Here's a PDF of the 2009 proposal - http://www.film.ca.gov/res/docs/pdf/CA-Film-Tax-Credit-Agreed-Upon-Procedures_100109.pdf

Here's a PDF of 2011 progress report -http://www.assembly.ca.gov/acs/committee/c187/Publications/Hearing_032111/Tax%20Credit%20FINAL%20Hearing%20Packet.pdf

And here's a link to the CA Commission's Film Tax Credit Program -

And the actual bill itself - AB 1069: http://www.leginfo.ca.gov/bilinfo.html

Write to me if you have any questions on how to take advantage of this program.

The Ever-Shrinking Film Exhibition Timeline

There used to be a time in American cinema when a movie could come out and play in a theater for months before being pulled out of screens.  Theatrical distribution was the main exploitation window from which filmmakers and studios could make their money.  But with the advent of home video and then video streaming as additional exploitation windows, the theatrical distribution window has shortened and shortened.  For many this is not just an economic issue, this is also an aesthetic issue as many cineastes point out that the big screen is the "truest" way to experience a movie. But studios and distributors have to deal with a dwindling movie audience that prefers to stay at home than go out. So, what to do?

As reported by Pamela McClintlock at THR,
"DirecTV’s Home Premiere is currently screening some recently released movies on VOD just 2 months after theatrical release.  The latest movies offered include Warners’ Sucker Punch, Fox’s Diary of a Wimpy Kid: Rodrick Rules and Sony’s Battle: Los Angeles."  

In an open letter, the National Association of Theater Owners has slammed this and has gotten high profile signatures opposing DirecTV in this.
"Christopher Nolan and Jon Favreau are among the latest posse of directors opposing a new premium VOD service backed by Warner Bros., Universal, 20th Century Fox and Sony.  The Inception and Iron Man directors are joined by Quentin Tarantino, M. Night Shyamalan and David Dobkin, along with The Hurt Locker scribe Mark Boal and producer Jim Cardwell, formerly president of Warner Home Video."  James Cameron has been the most prominent of these signatories.
"When first learning of the premium VOD plan, some exhibitors -- including biggies AMC Entertainment and Regal Entertainment -- retaliated by amending their in-theater advertising policies. Regal went so far as to cut down the number of trailers it would play from Fox, Disney, Universal and Warners."
"Sources say the four studios have been working overtime to repair relations and that their efforts may be paying off. Still, both sides decline to comment."
It can't just be aesthetic reasons that directors are joining theater owners, right? (Although, I do think it is a part of it.) Could it also be that directors who tend to get a percentage of their box office gross from the theatrical distribution window might be getting cut out from the VOD window? Or at least can foresee that as a possibility down the road. And if that's the case then they will be rightly concerned that a closer VOD window to the theatrical window could affect their bankroll.   After all, big shot directors and stars aren't getting the big cuts from the gross that they used to get as recently as a couple years ago, anymore.

If the trend towards a closer VOD window proceeds, then directors will surely be negotiating their contracts with a focus on adding a bigger share of the VOD.


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