In a world in the future we will make a film using digital technology and upload it to our virtual platform. The Film will automagically be distributed to agreed cinemas, sites, networks and festivals on the agreed dates. The idea of a hard copy may dissapear completely. Your marketing will be 70% digital, and will seep into every digital social space your marketer can lay his grubby fingers on. Imagine….

With the advent of You-tube and since then multiple other video streaming apps, the idea of digital distribution for films, using digital technology in actually making films, P2P sharing, video mash-ups, social networks and finally making money I am finding myself looking more to Creative Commons. For those of you who have not heard of it or think its gone away, think again. Just to refresh your memory:

Creative Commons (CC) is a non-profit organization devoted to expanding the range of creative works available for others to build upon legally and to share. The organization has released several copyright licenses known as Creative Commons licenses. These licenses allow creators to communicate which rights they reserve, and which rights they waive for the benefit of other creators.

Now I know these commons don’t directly cross paths with what is known to be film rights. They also don’s contribute the same way that existing laws do regarding sales and distribution activities. However, this is a tool to get your film out there without anyone having to become a law breaking citizen. Imagine you have a scene in your film being mashed up by 20 different people who all post it, flog it on Facebook etc. These mash-ups and content grabbing vid’s retain the status of the originator but is accessible to many more eyes. You’ve just broadened your possible audience and created an alternative marketing tool by doing, well, nothing.

There is power in a digital community because there are numbers. With millions on the net daily and video content a big hitter you must consider that we cant keep the current way of making and distributing our films. If the way we do it changes so will the laws and business models have to change. The economics will remain because try as I may I seem to have to eat and then consequently sleep. I feel though that CC is an inroad into getting our films to an audience effortlessly through the digital medium.

Although I have not seen the CC license actually help get a film sold over the net, I think the digital revolution will need new rules.Liberté, égalité, fraternité is just another way of saying Creative Commons.

For more info:
Creative Commons South Africa