NESTA suggestions:
"What are your long term intentions and how do you intend to get your idea to the market e.g. by building a business around this and other ideas, licensing the technology to others, or by developing a partnership approach with other organisations or companies. The closer you are to taking your idea to market the more work we would expect you to have done on this. This is also an opportunity for you to explain whether this idea is a stand alone one or whether it needs to be considered in a wider context e.g. other products / ideas or consultancy services. If you haven't reached the stage of serious planning around the "business model" please explain why and when you intend to do so. Your answer to this question should also be in line with your answer to the question on exit strategy (Q3.7)."
I am going to sell art and a tool for making art. The plan is to form partnerships with traditional media companies (e.g. film studios and interactive media publishers), on the strength of a genre-busting short film project that kicks. I plan to sell it on DVD for about £5 and then sell the feature film it is based on. To ensure that there is something for investors who aren't just in it for kicks, I will set up a business to exploit the emerging marketing potential of this hybrid film/interactive idea. It will be easy to copy so that idea hinges on there being art to remix. I will approach this business like a band. This one will be a well managed band with me as the singer for its first few years. Good finance heads and good legal advice will assist in creating a sustainable creative space in which to try something fun and new with a small team. I intend to publicly explore a fresh personal approach to film that generates participation, sales, and commissions.
I will make SANCTUARY as a ten minute "re-mixable film", a game technology powered 35mm calling card for the film industry. SANCTUARY forms part of a extensive story universe ("head bin") that is being developed for sale. The long term intention is to build up the company as a vehicle from which I can direct a series of interactive-ready film projects with investment from the film finance community.
The plan is to develop a brand around the idea by creating a really good illustration of a remixable film, putting together a world-class production, and promoting all of the above with a useful community site (for people interested in the re-mixable film process and outcome). A new company will be incubated by thequality.com and NESTA.
The new company will be structured around three departments, each focused on a distinct product and a single strand of the multi-faceted idea that can be brought to an existing market.
THE FILM:
The film department produces linear content for an off-line audience. 35mm film prints and digital video tape will tour the short festival circuit accompanied by cast and crew members.
THE CONSOLE:
The console department is a small development team that prototypes interactive film ideas and ensures that assets produced for film are as re-usable as game technology art assets. This team will produce the core product, a re-mixable film on DVD. DVDs will be sold online through the company's website and through at least one existing retail channel per country.
The DVD may also be available in its entirity for purchase as an online download. This will be dependent on the outcome of online disitribution trials conducted during the NESTA funded phase.
Distribution as a DVD cover-mount on influential industry and consumer magazines will be sought (e.g. Future Publishing).
THE COMMUNITY
The community department will expand the online community already establised in private for the project, around key advisors. Once funding is secured, efforts will focus on fostering closer ties with the Machinima, MOD and VJ communities, and marketing the idea.
TRUST
The exploitation plan relies on establishing trust with a broad range of potential clients and customers. This project is about trusting my instincts as new media director and architect. It is is not a stand-alone idea. Strategic alliances with individuals and other companies during the development phase will enable the project to attact further funding after NESTA seed capital. This will enable me to produce and distribute the short film/console DVD and then move rapidly onto a slate of other projects having established a level of trust with film studios and interactive publishers.
Posted by .M. at October 17, 2003 12:29 PM