Translating Hollywood's Command of Audience to the Networked Distribution Reality What Hollywood Can Learn from Digital Identity NeoPixSys HPA 2005

Translating Hollywood's Translating Hollywood's Command of Audience to the Command of Audience to the

Networked Distribution Networked Distribution RealityReality

What Hollywood Can Learn What Hollywood Can Learn from Digital Identityfrom Digital Identity

NeoPixSysNeoPixSys HPA HPA 20052005

Patrick GregstonPatrick Gregston

NeoPixSysNeoPixSys

Making Making Content Distribution Networks Content Distribution Networks

WorkWork

NeoPixSys NeoPixSys HPA HPA 20052005

Patrick GregstonPatrick Gregston

NeoPixSysNeoPixSys

Frictionless exchange between Frictionless exchange between author and audience.author and audience.

and/orand/orMake piracy kill itselfMake piracy kill itself


Joe reminded me-Joe reminded me-Hollywood has Hollywood has

Command of the Audience Command of the Audience

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

technologytechnologyNeoPixSys NeoPixSys HPA 2005 HPA 2005

My friend Doc told me-My friend Doc told me-• Markets are conversations. Markets are conversations. • Markets consist of human beings, not Markets consist of human beings, not

demographic sectors. demographic sectors. • Conversations among human beings Conversations among human beings

soundsound human. They are conducted in a human. They are conducted in a human voice. human voice.

• Whether delivering information, opinions, Whether delivering information, opinions, perspectives, dissenting arguments or perspectives, dissenting arguments or humorous asides, the human voice is humorous asides, the human voice is typically open, natural, uncontrived. typically open, natural, uncontrived.

• People recognize each other as such People recognize each other as such from the sound of this voice. from the sound of this voice.

• The Internet is enabling conversations The Internet is enabling conversations among human beings that were simply among human beings that were simply not possible in the era of mass media. not possible in the era of mass media.


Doc has a friend -AndreDoc has a friend -AndreThe three tiers of Identity- The three tiers of Identity-

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

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

3- Abstracted (marketing)3- Abstracted (marketing)Who they guess we areWho they guess we are


Garages are Tier 1 Garages are Tier 1 territoriesterritories

• Filled with what you put thereFilled with what you put there• Not subject to other authoritiesNot subject to other authorities• Open to whatever you decideOpen to whatever you decide

NeoPixSys NeoPixSys HPA 2005 HPA 2005

Wallets are Tier 2 Wallets are Tier 2 territoriesterritories

•Issuing entity definedIssuing entity defined•IsolatedIsolated•Pre NetPre NetNeoPixSys NeoPixSys HPA 2005 HPA 2005

Mailboxes are Tier 3 Mailboxes are Tier 3 territoriesterritories

Because Marketing is about Because Marketing is about guessing guessing

what you want and who you arewhat you want and who you areNeoPixSys NeoPixSys HPA 2005 HPA 2005

The power is outside inThe power is outside in


Peter Guber told mePeter Guber told me

The Hollywood marketing The Hollywood marketing modelmodel• Awareness Awareness

• IntentIntent

• ActionActionNeoPixSys NeoPixSys HPA 2005 HPA 2005

Doc’s friends Eric & SayoDoc’s friends Eric & Sayo

saysay

Markets are:Markets are:RelationshipsRelationships

Conversations Conversations ExchangeExchange


What happens when T1 gets What happens when T1 gets equal to T2 in the market?equal to T2 in the market?


The network makes new The network makes new market conditionsmarket conditions

• Two way communication Two way communication • No limit to who and what people and No limit to who and what people and

companies can relate tocompanies can relate to• Customers instead of consumersCustomers instead of consumers• People want ( and can get) what they People want ( and can get) what they

want anytime, anyway, anyplace want anytime, anyway, anyplace

NeoPixSysNeoPixSys HPA 2005 HPA 2005

WIFH?WIFH?What’s in it for Hollywood?What’s in it for Hollywood?

• Reach 100% of the marketReach 100% of the market• Eliminate rating bracketsEliminate rating brackets• Collect at (almost) every price pointCollect at (almost) every price point• Apply Amazon/Netflix Apply Amazon/Netflix

recommendationsrecommendations• Cost effective availability of catalogueCost effective availability of catalogue• Leverage customer capacity*Leverage customer capacity*


What is required?What is required?• A ‘customer’ orientationA ‘customer’ orientation• Customization of productCustomization of product• Market relationshipsMarket relationships• Be ‘married’ instead of ‘moving content’Be ‘married’ instead of ‘moving content’• Embrace the networked customerEmbrace the networked customer• Make better locksMake better locks• Have friendly protections like Have friendly protections like

watermarkswatermarksNeoPixSys NeoPixSys HPA 2005 HPA 2005

Why we need Why we need customer capacitycustomer capacity

• Central distribution to equal current Central distribution to equal current box office and/or rental market box office and/or rental market expensiveexpensive

• Distributed capacity more efficientDistributed capacity more efficient• Distributed capacity harder to steal Distributed capacity harder to steal

fromfrom• Can support any DRM/formatCan support any DRM/format


Trust is the issueTrust is the issue


Thank you!Thank you!

[email protected]@cox.net 805.565.4143 805.565.4143NeoPixSys NeoPixSys HPA 2005 HPA 2005

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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