Distribution Revolution by Curtin Michael Holt Jennifer Sanson Kevin

Author:Curtin, Michael, Holt, Jennifer, Sanson, Kevin
Language: eng
Format: epub
ISBN: 9780520283244
Publisher: University of California Press

Pornography is not like the movie business. Pornography is like the music business. Nobody wants to watch the middle ten minutes of The Godfather or The Hunger Games; viewers want the whole thing. But with music, not so. You want the track. It might be the fourth cut that really appeals to you.

Well, pornography movies are really about the scene. Pornography is consumed in a five- or ten- minute experience. And because of that, it became something that people wanted to chop up and put out in clip form, and broadband technology was such that it was very easy to take a five-minute segment and put it out there for free, or even a forty-minute clip from a movie, a scene, as opposed to the whole three-hour movie. So contrary to what the movie business was facing at that time, people weren’t really pirating entire pornography movies and putting them online. Actually, that did happen, but the effort it took to upload it and download it to a computer ruined the experience for the viewer. Once they figured out how to upload a clip, we were ravaged by piracy.

The solution ended up being a three-pronged approach that I learned from Disney. They said, “The answer here is technological, it’s legislative, and it’s marketing. If you are only going to use one or two of these, you are not going to win this war. You have to be prepared to bring all three to bear.”

Let’s discuss those three solutions. First, technology. It’s called “spidering.” Spider technology makes it possible for us to fingerprint our content, so to speak. We no longer have to go online and do manual searches for our content by title, by director, by star. We no longer have to look around and say, “I recognize that! Out of these four hundred scenes with Belladonna, these three hundred belong to us!” Now, with spidering, we can go online and in one simple search identify our products. With that, it’s become harder for the tube operators to claim ignorance, to defend themselves by saying it’s all “user-generated content.” We can give them notice, tell them to take it down, and then go a step further with the technology to say, “Use this code to filter your site. Everything that comes up is ours. You have to take that down too.”

The next step is in the legislative side. Lawsuits. I tell people, “When you pirate our movies, you are not stealing that movie, you are stealing from our company. You are not shoplifting from the store; you are picking up the entire store and taking it away from the owner.”

And then the third approach, which hadn’t occurred to me until the guys at Disney showed me how, was the marketing side—in other words, beating the tube operators and pirates to the punch. We did studies and found that a huge jump in piracy happens right after the DVD of that product hits the streets. They are not really lifting it from other websites; they are ripping the DVD.

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