Monday, December 10, 2012

Perfect audience

Reaching out to the perfect audience in newer ways…

The chasm of connectivity between a filmmaker and his audience, unless the audience happens to be really mass, (when a festival movie first makes waves, theatres are unlikely to release it en masse depriving many of a viewing) may kill the critical ‘active window’ where the interest is high. And that’s where these new approaches help. The YouTube screening room could be the ‘Festival on Demand’ or the digital TV service provider could give these movies on demand. The filmmakers then can focus on a concerted campaign on these media.

Says Karnik, “I would certainly launch my movies through other mediums also because it depends on several things such as the budget of the movie and how much one can afford. It also depends on the target audience. By using all these different mediums, I am making sure that everyone can watch it.”

Call it the ‘Long Tail’ (in ‘The Long Tail’ Chris Anderson writes, ‘In the tyranny of physical space, an audience too thinly spread is the same as no audience at all.’) theory of movies, but as independent movies and their makers proliferate in a world full of choices, they’ll need to override the limitations of the physical space (like an audience under one roof in a theatre) and ‘distributed viewing’ could be the future. Quick, check your inbox or your mobile; your next favourite movie might be lying in there!


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri

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