Netflix & Film Distribution

o   Netflix & Film Distribution

Digital film distribution & streaming has changed the way audiences consume films. In the past film distribution was solely controlled by institutions they decided: ·         which films got released ·         where they were released ·         when they were released (day, time, how long for) New business model for in the digital age – Gauntlett’s idea of traditional media, in this case film and new media (digital distribution) existing side by side. Gauntlett viewed this as a positive for audiences e.g. the removal of the fixed schedule (cinema timings) with VOD affording audiences more choice / power as to how and when people watch the films. It’s important to remember though that ultimately, Netflix control what we watch (see notes below on distribution deals).  All forms of media are migrating online - including the film industry. Arguably this the challenges Gauntlett’s ideas of the resurgence in making of things as all that has happened is traditional media have just found new ways of profiting in the online age. In addition Neflix’s business model  challenges the ideas of the great levelling – instead we are seeing the same monopoly of ownership online that has always existed offline. Technology convergence & increased connectivity has facilitated the process of digital distribution. Audiences buy into the freedom and choices this gives them. One could argue that this choice / power is an illusion (see point above). Supports Anderson’s idea of economic growth of niche – The Long Tail. Streaming is viewed as a tool to attempt to combat piracy.

Netflix & Distribution

Netflix currently has exclusive "pay TV window" deals with major and mini-major studios. The "pay TV" deals in essence, give Netflix exclusive streaming rights and are not distinct from the distribution rights held by traditional pay television services, which are also effectively prohibited from obtaining first-run linear television rights with these deals.

Titles from:

·         DreamWorks Animation

·         Open Road Films

·         FilmDistrict

·         The Weinstein Company

·         Sony Pictures Animation

·         Walt Disney Studios Motion Pictures. This includes Walt Disney Pictures, Walt Disney Animation Studios, Disneynature, Pixar, Lucasfilm and Marvel Studios.

·         Epix signed a five-year streaming deal with Netflix in which for the first two years, first-run as well as back catalog content from Epix was exclusive to Netflix.

·         On January 14, 2013, Netflix signed an agreement with Time Warner subsidiaries Turner Broadcasting System and Warner Bros. Television to distribute content from Cartoon Network, Warner Bros. Animation, as well as TNT's revival of the drama Dallas beginning in March 2013.

However: Licenses expire over time, meaning that titles can disappear with little warning.

Universal, Paramount and Lionsgate have all ended their former deals with the company

The benefits for the audience of film distribution deals

·         They receive unlimited access to films and tv shows uploaded to Netflix.

·         They get a competitive price as Netflix is in competition with other streaming websites such as Amazon prime.

·         As Netflix knows what they watch it can recommend films and tv programmes based on the customers previous watch history creating more interest.

·         It’s cheaper than most, $9.99 to the basic package, to $15.99 for ultra-HD.

·         Original series, like House of Cards

·         Unlimited access to films

·         Vast range of films, and recommendations to the user

·         Audiences benefit from this as they are getting to watch all the films they want from big film industries for half the price if they were buying them separately as Netflix’s pays most the load

·         Audiences benefit from having access to films with more choice for less money than if they were to by the films individually

Benefits to Netflix

·         They can collect data from what their audience watch in order to make deals with other media conglomerates.

·         Benefit to institutions as they always have somewhere to stream their films and make them accessible for audience to watch.  Another way for them to make money through their films rather than just selling dvds or copies.

Netflix benefits as they are gaining money if they have successful films on the website it will therefore attract more money which they are using to reinvest e.g original film production