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Outline

Dive into the journey of Cinemalink.tv, offering art house cinema for streaming in Benelux. Learn about its functional design, legal aspects, marketing strategies, and results. Explore the future prospects in online film distribution.

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Outline

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  1. Outline • Cinemalink.tv: • how it started • what is it • Functional & User interface design • Legal aspects • Marketing • Results • Evaluation • Future

  2. Cinemalink.tv – how it started Motivation • Anticipate on new ways of distributing films • Offer consumer direct access to our catalogue through VOD • Make ABC/CINEMIEN catalogue available for VOD • Available platforms at that time: especially main stream product Media application for VOD • Opportunity to have MEDIA support • Business plan July 2007 – allocated November 2007 Start • Launch 1st of May 2008 • Technical implementation & digitalization catalogue: OD MEDIA • Functional & General design of the website: Rhinocreations – agent specialized in internet marketing • Overall marketing strategy: Rhinocreations

  3. Cinemalink.tv – what is it Description of the project Cinemalink.tv offers art house cinema for streaming and download-to-own for consumers in the Benelux • Two language versions: Dutch & French • Starting with own catalogue ( ca 250 films) • Open for content other Benelux distributors • Recent: distribution titles IFFR

  4. Cinemalink.tv – for whom it is Target groups • People watching art house films (in cinema, on dvd) • Active internet users (people downloading or watching films online)

  5. Cinemalink.tv: what is it Functional and user interface design First of all: Easy to use and legal facility to see a film via internet through streaming or downloading

  6. Cinemalink.tv: what is it Functional and user interface design Other important functions: • Homepage with trailerplayer, filmlists, banners, genres • Extensive search function • Film information • My Cinemalink • Help pages • All payment methods - including buying ‘credits’ • Subscriptions and promotional codes for discount • Digital newsletter subscription • Furthermore: ‘tell a friend’, film gift, promotional actions

  7. Cinemalink.tv: what is it Name, logo &webdesign: • Cinematic feel • Functional design: clear & simple • Appeal to broad audience Brand name: • Cinema: refers to quality films/ art house films • Link: refers to internet – online • Extension.tv: link your PC to TV • Suitable for both countries • And important: not claimed in both countries

  8. Name, logo & webdesign

  9. Name, logo & webdesign

  10. Legal aspects Windows • Release date DVD sell thru • Pay TV – no VOD during license period • Promotional Launch: online premiere Reclaim your Brain – on date with theatrical release!

  11. Legal aspects License • License Period: • streaming - 48 h • Download-to-own: unlimited plays but only viewing on download PC • No download-to-burn – (contractual obligations – piracy) Security • Geoblocked: IP adress • Microsoft DRM: anti-piracy – contractual obligation - No access for Mac users - Also problematic for other users ( Windows media player)

  12. Marketing How to promote downloading art house films Price Equal DVD prices – rental / sell thru: • Streaming: backcatalogue: 3,95 euro / new films: 6,95 euro • Download: backcatalogue: 9,95 euro / new films: 14,95 euro

  13. MarketingHow to promote downloading art house films Target groups • Cinemafans Anytime, anywhere access to movies from the art house genre. Ultimate freedom and control, simple, reliable, comfortable at home • Innovators First wide range of art house movies available for download and streaming • Inactive Message: idem Cinemafans

  14. MarketingHow to promote downloading art house films Promotional Launch • May 2008 -> create brand awareness • Autumn 2008-> behavioral - persuade people to make use of Cinemalink.tv • Winter 2008 -> behavioral -> idem

  15. Marketinghow to promote downloading art house films Media • Emphasis on online campaign -> innovators • Traditional media (print), free publicity -> inactive • Print & internet -> Film-umfeld -> cinemafans

  16. Marketinghow to promote downloading art house films Publicity • Free publicity campaign -> trade papers, filmmagazines, blogs, newspapers • Direct mailings / digital newsletters • Make use of promotion theatrical and dvd releases

  17. Results Campaign results June 2008: Introduction campaign • Visitors - 9.119 • Unique visitors: 7.003 • Avarage time on site: 00:03:09 (uu:mm:ss) • Registrations: 682 (13,2% unique visitors) • Reclaim your Brain online premiere: 400 streams

  18. Film chain campaign

  19. Results Campaign results November 2008: Film Chain campaign • Visitors - 18.448 • Unique visitors: 13.975 • Numbre of chains: 254 • Participants: 5070 • Free downloads: 331 - 6.53% • Newsletter registrations: 1.217

  20. Results Between Campaigns July 2008 • Visitors - 4.054 • Unique visitors: 3.001 • New registrations: 64 October 2008 • Visitors - 7.888 • Unique visitors: 6.299 • New registrations: 96

  21. Conclusions Primary target group for art house films • Not familiar with watching films on PC Structural marketing investment needed • Clear link Google adwords / site visits Technical problems due to Microsoft DRM • Cinemalink.tv is not available for everyone Content • Broadening catalogue necessary Price • Must be reduced

  22. Future Interest mediapartner – Volkskrant • Structural marketing investment • Raise interest other distributors -> more frequent new films Technical problems • New security systems available Price • Will be reduced Streaming only

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