The $250K Ad, or the $1M Film?
Perhaps that should be the question on every national advertiser’s mind right now.
Is it better to produce a standard 30-second spot for $250K, or is it better to invest a bit more and produce a feature-length film, using the plethora of up-and-coming talent that’s out there on YouTube and beyond?
Yeah. I know. I’m crazy. People told me that in 1994, when I said the Internet would eat every other form of media. They don’t tell me that anymore.
“But nobody is going to watch a film that’s nothing but a 100-minute long commercial,” you say. And you’re right. Nobody would. But if the film was any of the hundreds or thousands of worthy productions looking for a small budget, lots of people would. Or at least you’d have a chance.
Because the talent is there. A quick trip to Hollywood quickly illuminates the fact that there are more good scripts out there than could ever be produced, more talent than could ever be employed, and more behind-the-scenes production support standing idle than you’d care to believe.
And the channels are there. With the opening of YouTube, anyone can host shorts. With Revver, you can even make money on them. Segment your blockbuster and get it out. Or, if you really want to be noticed, put the entire thing on BitTorrent for download–in resolutions from full 1080p to iPod-friendly sizes. Don’t like that? Fine. Deliver the blockbuster as episodes to cellphones, each tagged with prominent mention of your organization in the opening credits–and tagged with a one-frame ad at the end.
And the need is there. People aren’t just watching on the living room TV anymore, they’re watching on the go, and they’re looking for high definition content. You can only watch the same reruns, Mentos videos, and face-plants so many times before they get old, even if it is on your cellphone. The need for content is huge, and it’s only going to get better.
So next time you’re about to sign that production contract for $250K (or more) for a 30-second spot, put down the pen and ask yourself, “What else could I do? What’s the value of having 100 minutes of content, plus behind-the-scenes interviews and making-of featurettes? What’s the PR value of sponsoring up-and-coming actors, directors, and productions? What’s the buzz value of distributing this free, on freely available networks?”
Because we think that this is a golden opportunity. Don’t let it get away.
