I recently had my attention called to the MPAA with a story that they’re going to start surveying their customers – as though they actually cared what the consumers thought. Of course, when I arrived at mpaa.org, I found that they are very concerned about piracy. Who’da thunk it? But there it was, made perfectly apparent by the fact that more than 75% of their front page was taken up with links and text regarding their anti-piracy work.
If, like me, you had read very little of the MPAA’s actual public text regarding copyright violation, may I recommend you do so on your coffee break. The humor that can be found in most of it makes for excellent light reading. For instance, there’s a little gem on their website under the heading of “Who Piracy Hurts” that describes the people in the industry that get the shaft.
Moviemaking is inherently a risky business. In 2005, the average cost to make and market an MPAA film was $96.2 million. This includes $60 million in negative costs and $36.2 million in marketing costs. Contrary to popular belief that moviemaking is always profitable, in actuality, six out of ten movies never recoup their original investment in their domestic run.
You know what? They’re right. Many movies never recoup their original investment. Movies like a little 1989 indie flick called Batman that – while becoming one of the highest-grossing films of all time – lost money on paper. This kind of thing happens all the time in Hollywood. And we know that Hollywood spends $36.2 million on promoting every single flick they ever release. Plus – didja notice that their “make and market” numbers don’t take into account the actual budget of the film? Smart. Why, they’re just hemmhoraging cash!
Look, as far as I can tell, the only movie I could actually see a Hollywood studio taking a major bath on was Waterworld, and with the fact that it was actually released to DVD, I’m not even sure about that. Hollywood is full of smart businessmen, and they’re very good at monetizing bombs. Heck – they manged to sell the TV rights to The Butterfly Effect, a movie that festival audiences actually booed off the screen. There’s even a sequel, which is generally the surest sign that a movie made money for somebody.
On that note, Garfield: The Movie has a sequel. I swear, if internet piracy couldn’t kill that tubby tabby, then it can’t kill anything.
All right. The industry’s losing money hand over fist. All due to dem dirty py-rates. Gotcha. What else ya got?
To recoup such enormous investments, the industry relies upon a carefully planned sequential release of movies, generally releasing feature films first in cinemas, then to home video and other media. A sequential release sequence provides consumers with choices as to how they wish to view movies and when. These release sequences generally includes intervals for each specific media known as “distribution windows�. When piracy of a film occurs at any point in the release sequence, all subsequent markets are negatively affected.
Oh, silly me. I didn’t realize how much choice the industry was giving me just by doing its “carefully planned sequential release.” I thought it was just a bone thrown by the studios to appease the cinema holders who are scared to death of what home theatres will do to their ticket sales.
And while we’re at it, could we just say “cinemas, home video, and cable,” because saying “other media” just makes it sound like you’ve actually been embracing new technology. You haven’t. Stop acting like you are. You’re not fooling anybody.
“Distribution Windows” (quotes theirs) don’t offer me a choice of how I wish to view movies and when. If it’s playing at theatres, the “distribution window” means that I don’t get to decide that I can watch it at home. If it’s only been released to DVD, that means that I don’t get to watch it on my video iPod or my PSP (*note:* I don’t own either one, but gifts are always appreciated). I sure as Hell can’t watch them on my computer – pretty much any way I can come up with for that short of sticking the actual DVD into my drive has been legislated against.
“Distribution Windows” are not about consumer choice. If you want to defend them, defend them as what they are – a means of increasing studio profit. Say that it helps you make more money. You’re a business. We’re fine with you wanting to make money. Hey – we give you money on a regular basis, and sometimes we find ourselves wishing we could give you more. But don’t pretend that your money-making doublespeak is for our benefit.
You know what? It occurs to me that I’ve seen a couple of movies recently on DVD (legitimately purchased) that made me think, “Gee, I wish I could see that in a theatre.” But the “Distribution Window” kinda destroyed that choice, didn’t it?
Oh, of course, they had to save the best for last.
And it’s not just the wealthiest people involved in movies that are hurt. It’s every one of the 750,000 people who get up every day in the U.S. and go to work to bring you the magic of the movies. It’s people like the stuntmen and women, the grips, the makeup artists and even the caterers who feed the crew.
“Buy our movies or we’ll shoot this gaffer.”
You’ve probably seen the anti-piracy promos at the movie theatre where a stunt man talks about how much he loves his job, then talks about how all you have to do is “click a few buttons” and “reap all that benefit,” and how that’s just not fair and it’s a threat to his job.
Scroll down to the very bottom of the MPAA webpage, whydoncha.
See those logos for the movie studios?
See, you’ve got a mountain down there. That’s Paramount. And right next to the mountain, you have a palace with a little arch over it like Tinkerbell just flew by sprinkling pixie dust. That’s the House O’ Mouse. The Big D. Disney, dawgz. A major signatory of the MPAA and still probably one of the biggest studios in the industry. You might have heard of a little movie they released recently. Pirates of the Carribean: Dead Man’s Chest. Hotly anticipated, heavily pirated (_Aaarr!_ A lethal pun!), and still capable of shattering box office records in its first weekend without nearly the push behind the release of Superman Returns.
How does Disney celebrate the success of Dead Man’s Chest, not to mention the fact that Pixar’s Cars just crossed the $200 million line?
By cutting back from 18 movies a year to 8 and laying off a lot of the little people.
Somehow, I don’t think it’s piracy that’s the problem here.