The digital entertainment distribution service's founder talks to iMedia about how technology can help to meet customer demand for more personalized viewing options.
These are exciting times for ClickStar, as the new service helps create digital distribution synergy between entertainment content creators and the technology industry. A joint venture of Intel Corporation and Revelations Entertainment -- the production company headed by actor Morgan Freeman and business partner Lori McCreary -- ClickStar addresses the growing consumer desire for premium entertainment through broadband for the PC and the TV. Known for her commitment to becoming a part of how technology affects the way consumers view movies, McCreary and ClickStar hope their strategy will beat the problem of piracy.
iMedia's Rebecca Weeks sat down with producer, technology strategist and entertainment thought leader McCreary to talk about her company's expectations, challenges and what lies ahead.
Rebecca Weeks: What types of original film content do you believe will be most effective for internet distribution? How does it differ from content developed primarily for the in-theater experience?
Lori McCreary: In terms of content, we don't believe films distributed via broadband will differ from in-theater films; broadband is simply another form of distribution. Today, given the average download speeds, shorter content is preferable. However, as worldwide broadband penetration continues to rise, and broadband speeds get faster, feature length films will be the norm.
Our company, ClickStar, will offer first-run, pre-DVD movies that are scheduled in-between their theatrical and DVD release windows. Our artist created channels will offer original content directly to the consumer, and will be available on the ClickStar service. This essentially allows the artist to directly reach fans globally.
Weeks: From what you know of young audiences, do they not care about the big screen experience?
McCreary: Everyone loves going to see films on the big-screen and that is not going to change. ClickStar is simply another distribution outlet for consumers to enjoy great film in their home theater.
Weeks: Some entertainment executives have called simultaneous entertainment releases a "death threat," and a speaker at this year's ShoWest actually proposed increasing the window instead of shortening it. How will your efforts influence these executives?
McCreary: We are currently in discussions with all of the major studios about this subject. ClickStar is targeting mid-budget films that usually have a limited theatrical release. Studios will profit from an additional distribution outlet by having it accessible to film fans who wouldn't normally have that movie open in their city, or from people who don't live near first-run movie theatres.
Weeks: A recent Nielsen report found that, when asked what they would do if a movie were to become available for paid download on the same day it premieres in theaters, less than a third of consumer respondents would opt to download. Does ClickStar believe this percentage will increase in the near term?
McCreary: There is clearly a perception that downloading film from the internet is a "small PC screen" experience. ClickStar will target consumers who have high-end plasma screens, for a home-theatre-like experience. And for someone who won't get to a theater anyway, we believe this is a viable alternative.
Weeks: What new business models will emerge for movie distribution?
McCreary: As we see a decline of theatrical revenues and the beginning of a decline in DVD growth, we believe ClickStar is providing consumers what they want, when they want it.
The ClickStar service will offer original content, as well as same-day or near-theatrical release, broadband distribution of films. We are giving the consumer direct access to their favorites filmmakers and celebrities, essentially bringing them "closer to the stars." We think this provides more choices for the consumer and will ultimately drive the service.
Weeks: What advice do you have for studio marketers to more effectively reach consumers who, these days, demand entertainment how, where and when they want it?
McCreary: I don't think studio marketers need our advice! As filmmakers, Morgan and I want to produce film that entertains and affects people-- and reaches the largest possible audience worldwide. We believe that giving them the choice of how to view a film will ultimately grow the audience.