By Sarah Sluis
Just a few years ago, Internet video pioneer YouTube filled screens with goofy physical comedy, sing-a-longs, and loads of pirated content, from leaked songs to televisions episodes (streamed in part I, part II, part III, etc., to bypass YouTube's length limits) and film clips. In the years since, studios have been able to successfully remove copyrighted material from YouTube, create vehicles for their content, and attempt to monetize their holdings. However, feature-length films still have not penetrated the market to the extent of clips (i.e., the five million people that watched Tina Fey as Sarah Palin on SNL two weeks ago) or television shows. Two deals that came through over the past couple of weeks stand to change the Internet movie landscape.
Yesterday, Netflix announced it had reached a deal with Starz, which holds the streaming rights to Sony
titles, that will allow subscribers to use the "Watch Now" feature to stream newer films. Earlier this week, Netflix also worked out an agreement with Disney to stream select television shows, including the ubiquitous "Hannah Montana." Over a week ago, IMDB (owned by Amazon) announced that visitors will be able to watch select movies for free, as a corollary to their online video rental business.
What will this mean for the industry, as well as the viewing options for the consumer?
Online video players still have a ways to go. Even with a fast Internet connection speed, some poorly designed players skip and go grainy. Bright spots are vimeo and hulu, which both tout high definition viewing. While right now the crowded, competitive market is a good thing, it complicates the viewing experience. No aggregate of internet video exists, leaving viewers to memorize--or guess--the studios and owners of the content in order to watch programming.
With independent distributors like IFC already pairing theatrical releases with TV video-on-demand, and Magnolia releasing director Wayne Wang's companion film on YouTube to promote the theatrical release of A Thousand Years of Good Prayers, Internet film is very much part of the movie release landscape, before, during, and after theatrical release. Big action films and tentpoles will probably be the last to receive Internet tie-ins or viewing; they're simply so much better in a theatre, and have the added bonus of playing in IMAX and 3D, two formats that have gained prominence recently for their profitability and their increasing number. As the industry converts to digital projectors, 3D will multiply its availability, since a relatively inexpensive add-on will allow 3D projection. One potential threat to theatres' supremacy in quality is the home theatre. Right now, watching Internet video on television is the realm of in-the-know techies or consumers buying add-on or subscription equipment that transmits the image from computer to television. Expect that to change. Like the VCR, the Internet will allow studios to grow the profitability of their product, even as it might siphon away funds from other areas or force theatres to intensify the "event" experience of theatre-going to entice audiences.
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