Some
"technology researchers" (great work if you can get it) over at International Business Machines, envision the entertainment industry changing the way it sells products in order to cut advertising costs, combat piracy and take advantage of new digital technologies. They surmise that in a decades tme or less, you could go see a movie and then on the way out, buy the DVD.
The latter strategy could make it possible for a studio to simply sell a customer the right to view a movie in the format of his or her choice -- at home, in a theater, or on a portable device -- rather than just selling a ticket to a performance. "Potentially you turn the whole thing on its head and you sell the individual the right to use it (a movie) for a day, a week, a year," said Saul Berman, lead author of a research paper by IBM on what the entertainment industry will look like in 2010. For studios who now pay more than $ 100 million, on average, to make and market a movie, then dig into their pockets again to advertise the DVD, the forecast offers potential big cost savings. But it also raises the possibility of cannibalization if audiences choose the DVD but ignore the theater. |
It's hard
to say if the movie ndustry will take a chance on this sort of strategy. On one
hand, it will stop some piracy if you could stream the movie immediately and
enjoy it without the distraction of a shaking camcorder version.
However, this could also put a dent in the public theaters as people are setting up their homes with sophisticated wide screens and surround sound. It's very possible to set up a system superior to the experience to be had in the outside world. Not to mention cheaper popcorn. Those contemplating their own home theater, would be hard pressed to resist, if they could get films on demand from the comfort of the sofa.
Those families unable to justify the cost of taking the entire group out, will welcome the availability of new releases via cable or subscription with open arms. Interesting predictions by "Big Blue".
Source: Reuters
