ONLINE DISTRIBUTION
There are three high profile online distribution models being considered for this project. While it is possible to design the product with these in mind, the strategy for online distribution will depend ultimately on the nature of the final product. Online distribution (of the film, not film re-mixes) is a desirable component of this project but not essential.
Steam
Steam is a distribution system developed by Valve Software specifically for game distribution. Steam has been designed retrospectively to enable Valve to manage the complexities of developing and supporting MODable games. As such, Steam is one of the only options for online distribution of the re-mixable film itself, as well as re-mixes. The popularity of Valve's game, Half-life, and its upcoming sequel, Half-life 2, means that Steam attracts phenomenal amounst of traffic, 500,000 user accounts at launch. Quality product distributed through Steam may be able to leverage the high profile of the vendor. Countering the appeal of Steam is a backlash from certain parts of the game community who do not want automatic clients (online software) that act on their behalf and require authentication (i.e. tracking) before anyone can play.
http://www.steampowered.com/
Kazaa
Kazaa is the most popular P2P network on which most file sharing occurs (largely illegally). Deploying legal content on Kazaa is a common form of online distribution. Kazaa's popularity is offset by its reputation for tacitly encouraging copyright enfringement. Highlighting Kazaa in the distribution strategy may be a risk to other partnerships, particularily with more traditional media companies seeking to have it closed down.
http://www.kazaa.com/
Altnet
Altnet sells a "Premium Content" DRM service which prepares and places content on Kazaa and other P2P (peer-to-peer) oneline distribution systems solely with the permission of the copyright holder. Altnet (and its parent company Brilliant Digital) were attached in the press in 2001 after CNN revealed that, contained within an Altnet shareholders report, that Kazaa users had by accepting the Terms and Conditions of Kazaa, explicitly allowed Altnet technology to on-sell local PC resources (like computing power). Both Altnet and Kazaa are ideally placed to enable wider access to re-mixes and existing relationships with BDE senior management may help secure favourable terms for this. However our experience on Horses for Courses (where playback relied on BDE technology and BDE discontinued support shortly after the film release) means that the distribution strategy will never rely solely on the availability of these businesses. Altnet nor Kazaa are suitable for downloading more than 200Mb files so distribution of the re-mixable film itself in this manner is not feasible.
http://www.altnet.com/
On Demand Distribution (OD2)
OD2 is arguably the most successful online distribution system for digital music. Used by major labels and retailers such as HMV, Universal, Virgin, and Ministry of Sound. THe system relies on the Microsoft DRM system which means that incorporation into an Xbox title will be easier than into a Sony title. Reliance on Microsoft DRM is a weakness given the relatively low take-up of this format and widespread suspicion of DRM in general. OD2 is best placed to provide the audience with a commercial channel through which to distribute MODs. It is in the interest of the project to encourage commercial re-use and distribution of re-mixable film assets via arbitrary distribution systems because this is an opportunity for royalty revenue.
http://www.ondemanddistribution.com