Content Goes Hollywood—How the Film Industry is Struggling with Digital Content

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Looking Forward
Some, like Levey, say that Hollywood-content makers still aren't getting it. He says, "There's no incentive for the studio's marketing and distribution departments to really work together internally to figure out how to optimize their digital content for the Internet." Likewise, adds Richard Schirmer, a studio marketing consultant and former marketing executive at The Walt Disney Company, "Hollywood has always been slow to adapt to change. It's just in the culture."

But hope just may be on the horizon. If Hollywood indeed gets a handle on the piracy issue, the landscape is clearly moving rapidly towards allowing easily-downloadable, mainstream access to Hollywood content online.

With distribution now set to be ingrained in the same medium that is currently seeing a resurgence in marketing attention, perhaps Hollywood will finally become focused enough to allow the two to work hand-in-hand online. It'll become imperative that DAM developers keep these Hollywood'ers supplied with fresh software (and strategies) that will allow them to quickly and consistently extend their properties and their brands online, and to do so in a way that safeguards the creative assets from unauthorized uses. And it'll be incumbent upon Hollywood to actually accept the use of this technology and leverage it to generate new revenue streams.

Perhaps it will take another Blair Witch-like phenomenon for everyone to take renewed notice, but for those willing to take the leap, the future of Hollywood content online might just be the next rising star worth catching.

Companies Featured in This Article
Deep Focus
Motion Picture Association of America
Producer's Guild of America's New Media Council
Sony Pictures

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