The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World [Paperback]

Jeff Ulin (Author)

Book Description

Publication Date: October 5, 2009

Written by the insider who headed sales for Lucasfilm across distribution markets and managed the release of Star Wars Episode III, this is the first book to show how all related media distribution markets, including television, video and online, work together and independently to finance and maximize profits on productions. It demystifies how an idea moves from concept to profits and how distribution quietly dominates an industry otherwise grounded in high profile elements (production, marketing, creative, finance, law).

The book provides a unique apprenticeship to the business, illuminating at a macro level how an idea can move from concept to generating $1 Billion, relating theory and practice in the context of the maturation of global market segments, and exposing the devil in the detail that impacts bottom line profits.

Producers, media executives, students and entertainment attorneys in specific niches will benefit from this wide-ranging look at the business across various distribution outlets, including theatrical, video, television, online, merchandising, video-on-demand, etc. This book is officially endorsed by Variety magazine.

* Covers the entire range distribution outlets; learn how your speciality relates to the big picture * The definitive book on how studios and networks make money; apply the knowledge and concepts to your business - endorsed by Variety magazine! * Demystifies net and gross: learn how/when you get the money once you've produced a film *Includes perspectives from leading industry executives from studios, networks and online leaders, including Fox, Paramount, MGM, ABC, Lucasfilm, Pixar, YouTube, Hulu, Amazon, etc. *Illustrates historical film windows, the economic drivers behind them, and how online and digital delivery applications are changing the landscape * Relates economic theory, in the trenches practices, market history and current trends *Explores and highlights online influences to each sub-distribution market (e.g., film, video, TV) throughout the development, production, financing, marketing and distribution chain

Editorial Reviews

Review

Anyone who wants to know more about how films and TV shows are distributed and exploited can learn a huge amount from this book.

- Jim Morris,Pixar Animation Studios General Manager, EVP, Production, and Producer Wall . E

The entertainment industry is an industry with ongoing challenges with constant change. Jeff provides a road map to see where you are going by understanding where you started.

- Louis Feola, President,Paramount Famous Productions

Ulin expertly depicts the fl uid nature of content creation and distribution in a concise and understandable way. There's never been a better insider's look at the choices and challenges that studio executives face every day.

- Gary Marenzi,President, MGM Worldwide Television

Jeff Ulin's broad spectrum of expertise, spanning all aspects of motion picture and television distribution, from theatrical to home entertainment to new media and television licensing, render him uniquely qualifi ed to illuminate the business side of the entertainment business.

- Hal Richardson,President of Paramount Worldwide Television

Jeff Ulin's book is a must read for practitioners, academics and potential investors in the new media space. Having worked in all segments of the industry, Ulin brings together a unique combination of experience and analytical rigor to deconstruct the driving forces of an industry in dynamic change.

- Pablo Spiller, Jeffrey A. Jacobs Distinguished Professor of Business and Technology, Haas School of Business.

This is the book that everyone in the business has been waiting for - Jeff's seen it all, and has written a must-read book for those wanting to understand the jigsaw of media distribution and in what ways the web is infl uencing how, when and where money is made.

- Michael Uslan, Executive Producer, Batman, Batman Begins, The Dark Knight

Every Silicon Valley start-up working with Hollywood needs to know what Jeff knows. With his knowledge, you're better able to fast forward the future of online video. Without it, you risk being stuck on pause.

- Kevin Yen, Director, Strategic Partnerships YouTube

About the Author

Jeff Ulin's background includes being a media executive, attorney, lecturer, and entrepreneur. Half of his 20 years in the business have been at Lucasfilm, where he headed worldwide distribution for all markets (theatrical, video, TV, online), managed franchise sales for Star Wars and Indiana Jones, and oversaw the release of the last Star Wars film, Episode III. He also helped Paramount and Universal's overseas video distribution venture; co-founded and ran animation studio Wild Brain, where he created Disney's pre-school hit Higglytown Heroes; and he currently teaches the class Media & Entertainment: Economics, Policy, and Strategy at Berkeley's Haas School of Business. Living in the San Francisco area, he is at the center of Internet activity, helping companies navigate the convergence of digital media at Silicon Valley's most renowned law firm (Wilson Sonsini Goodrich & Rosati).

Product Details

• Paperback: 528 pages
• Publisher: Focal Press; 1 edition (October 5, 2009)
• Language: English
• ISBN-10: 024081200X
• ISBN-13: 978-0240812007
• Product Dimensions: 8.9 x 5.9 x 1.3 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (23 customer reviews)
• Amazon Best Sellers Rank: #46,839 in Books (See Top 100 in Books)
  • #11 in Books > Business & Investing > Industries & Professions > Performing Arts
  • #35 in Books > Computers & Technology > Home Computing > Internet > Online Searching

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Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars Studio in a book, December 14, 2009

By 

City Of Rocks - See all my reviews
(VINE VOICE)   

This review is from: The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World (Paperback)

(What's this?)

This book is loaded to the gills with information about how studios market their films. It's very high quality-it helps you maximize distribution while minimizing risk. Like any quality work it is laden with examples of who did what, what worked and what didn't, and the most important piece of the equation: why.

So essential is this book to me that I wouldn't recommend spending a dime making a film until you've read this first. It covers not only the nuts and bolts of distribution but gives insight into what kinds of films are likely to be more profitable than others and how to analyze it with greater insight. Beyond that it includes the dynamic marketplace and what to consider about how you want to release your work. And of course, you want to know how to deal with large competition. You get good info on that here.

Chapters included:

Market Opportunity and Segmentation-The diverse roles of studios and networks

Intellectual Property Assets Enabling Distribution-The business of Creating, Marketing, and Protecting an Idea

Financing Production: Studios and Networks as Venture Capitalists

Theatrical Distribution

The Home Video Business

Television Distribution

Internet Distribution, Downloads, and On-Demand Streaming-A New Paradigm

Ancillary Revenues:Merchandising, Video Games, Hotels, Transactional Video On Demand, Airlines and other Markets

Marketing

Making Money-Net Profits, Hollywood Accounting, and the Relative Simplicity of Online Revenue Sharing

Really, these descriptions only scratch the surface as the coverage of each topic is detailed and broad. If you've covered all these things and you've analyzed it and you think you can make a good profit, congratulations. If you're the typical Indy with what you feel is a great script in hand, and you're brokering your staff, this book is worth the time it takes to read all 461 pages (page count not including index and references). Personally, I'm very glad I have The Business of Media Distribution and recommend that no serious film maker spend a dime without reading it first, beginning to end. You might even change your mind about the film you intend to produce, or have better ideas for making it profitable. Making money is risky-making money with movies is certainly no exception, and if you're Indy and making a quality film, there's a chance you have your share of investors on board. You owe yourself this book. It will be some of the best $35.00 you've ever spent. Your investors will certainly agree.

6 of 6 people found the following review helpful:

5.0 out of 5 stars The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World, December 16, 2009

By 

Penetralia - See all my reviews

This review is from: The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World (Paperback)

(What's this?)

The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World is a perfect all in one reference for the industry; it's a true "insider's" guide.

This book covers a wide range of subjects in over 500 pages with case studies, making it an excellent resource guide (good for both students and professionals in the field). From history of the subject matter, to economics, the internet, numerous media and more, readers will not be disappointed with this manual.

7 of 8 people found the following review helpful:

5.0 out of 5 stars Enhance your potential in a growing market, December 17, 2009

By 

M. Agostino "4for3.info" (New England) - See all my reviews
(REAL NAME)   

This review is from: The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World (Paperback)

(What's this?)

Whether you are a newbie on YouTube or a Hollywood bound Director, there are things covered in here that you would have never thought of, and that will only create more profit, in turn, providing the needed backing of a better picture.

There are financial opportunities to many entities if you have the ability to sell your film idea or even a completed film. Sponsors, product placement, tie-ins with other companies, cross promotion, and items sold based on the film as if it were fan memorabilia and more. Well, all that requires licensing, negotiation, contracts, and making the right agreements.

With a focus of web use, we all know that the Internet will only become the main source of our entertainment. I don't even think theaters will be around much. The tv screens are getting very big, very high quality and very reasonably priced. We will be staying home, with our TVs connected to online services. So, filmmakers may be looking at YouTube as a starting point, but the concept will continue to larger audiences.

With facts and figures from Hollywoods biggest production companies, you are informed of every level or expectation. Nothing is out of sight if you are able to sell your creation. This is a reference book as well, as you will be using your ideas and referring to it to see if you can connect those ideas with investors or distributors of services that go well together.

The entire process is overwhelming, tedious and frightening, but this publication will help organize your inspirations into something that could very well pay off in areas you didn't even know existed.

I have a lot to learn, and far from creating a film of merit, but will be using this guide to make sure I take the right steps to make it work.