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Is Pay What You Want The New Indie Film Model? BOND/360 Tests It Out.

Is Pay What You Want The New Indie Film Model? BOND/360 Tests It Out.

If you could pay what you want for movies, would it motivate you to buy them more frequently? Would it discourage you from illegally downloading films? BOND/360, the film strategy and distribution compaqny, is experimenting with the pay what you want model by launching the "Creativity Bundle," which allows fans to pay whatever price they want to own four award-winning films, "Beauty Is Embarrassing, "Helvetica," "Indie Game: The Movie" and "Sign Painters," beginning today.

"As an industry, we need to experiment to develop new platforms for films in order to keep them in the public eye and generate additional revenue streams. We’re proud that BOND/360 is part of an exciting community of film professionals who share a common desire to collaborate so that together we can create business models that benefit all involved," Marc Schiller, CEO of BOND/360, told Indiewire.

The company will use the experiment as an opportunity to test and learn about new platforms for the distribution of films. The main questions are: How much will people choose to pay for the films? What will be the average price? How much revenue can it generate? As of 1 pm ET on Monday, the first day the bundle was made available, the average price paid was $7.92 with the United States, Great Britain, Canada, Australia and Germany the top countries for purchases.

READ MORE: Here’s How Piracy Hurts Indie Film

The curated collection delves into the inspired minds of artists across a set of diverse creative fieldsWhile each of these films share the theme of creativity, an important similarity they also have is that they were made by a group of talented filmmakers driven by the spirit of entrepreneurism and innovation, according to BOND/360.

For one week only (July 14 – July 21), the bundle will be able to audiences in over 230 countries who can pay what they want. Viewers who make a purchase of $15 or more will receive over an hour of additional bonus content.

Below is more information on the four films (with summaries courtesy of BOND/360):

Beauty Is Embarrassing, is a funny, irreverent, joyful and inspiring documentary featuring the life and current times of one of America’s most important artists, Wayne White.

Sign Painters celebrates the hand-painted sign industry, an American tradition. This documentary explores a fascinating insight into a highly specialized underground trade, emphasizing an appreciation for a balance between art and commerce.

Helvetica
 is a feature-length independent film about typography, graphic design and global visual culture. It looks at the proliferation of one typeface as part of a larger conversation about the way type affects our lives. 

Indie Game: The Movie
 is the first feature documentary film about making video games. It looks specifically at the underdogs of the video game industry, indie game developers, who sacrifice money, health and sanity to realize their lifelong dreams of sharing their visions with the world.


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Comments

Adam Evans

I used this sort of model for a short film on pro-gaming on the site Gumroad, which allows people to pay what they want. I set up a nice download package which had the film, soundtrack, and a bunch of other stuff.

Ultimately, I found that people paid an average of about $3.50 for the film. That wasn't too bad considering it was a short film and I ultimately made the small budget back.

I think it is an interesting concept that could ultimately do well, but I think it is really reliant on certain genres and audiences.

Jack

Interesting model. There's a new moviegoing app that just launched in LA called MoviesNow that's based on a similar philosophy. Basically the app provides last-minute deals on movie tickets & snacks. They've partnered with theaters in LA. I use it during the week and sometimes pay $4 for movies, it's pretty awesome. I'm definitely seeing more movies now (no pun intended). Same thing with this that if people can get a deal, they're more likely to consume the content.

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