In my recent article on the movie studios wearing blinders to piracy and the digital future, one very smart comment came in an email from a highly placed executive
within the movie and television business. He has allowed me to quote him as
long as I do not reveal his identity.
“Unlike the vast majority of my colleagues, I believe that
the anti-piracy crusade (irrespective of where you stand on the issue morally)
is practically futile and akin to “the war on drugs” or stopping people from
speeding. Earlier in my career, like
most lawyers brought up in pre-21st century media, I was all gung-ho about
enforcement and the sanctity of private property. Although I still believe that respect for
intellectual property laws is foundational for our industry, I am also a
pragmatist, and I have come to believe that our biggest problem is ourselves,
not the pirates.”
“It is the lack of creative marketing, pricing and windowing
schemes that service and entice the customer that give the mainstream entertainment
industry its biggest problem. This is a
social phenomenon, not a legal one, and, therefore, needs social solutions.”
This is a point that needs to be repeated and restated over
Hollywood is radically out of sync with its customers, who
now live in a hyper connected world.
These are the people who love movies and TV programs. They want to watch
them on every screen they own.
It is Hollywood’s refusal to change its business model and
learn how to entice its customers that is the problem. Not piracy.
Read the rest of this article at Digital Dorr.