Feasibility Study of a Digital Platform for the delivery of UK ... - BFI
Feasibility Study of a Digital Platform for the delivery of UK ... - BFI
Feasibility Study of a Digital Platform for the delivery of UK ... - BFI
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<strong>UK</strong> FILM COUNCIL<br />
1 Executive Summary<br />
Key Objectives<br />
This feasibility study into <strong>the</strong> <strong>UK</strong> video-on-demand (VoD) market <strong>for</strong> <strong>UK</strong> independent and specialised film was conducted by Screen Digest<br />
and Magic Lantern <strong>for</strong> <strong>the</strong> <strong>UK</strong> Film Council with <strong>the</strong> following key objectives:<br />
• Assessing <strong>the</strong> necessary steps to be taken to increase public access to <strong>UK</strong> independent and specialised films<br />
• Recommending a process to maximise public value <strong>of</strong> such titles within an on-demand multi-plat<strong>for</strong>m environment<br />
• Providing a credible model <strong>for</strong> commercialisation <strong>of</strong> such content over digital distribution plat<strong>for</strong>ms<br />
Summary<br />
Current per<strong>for</strong>mance analysis <strong>of</strong> <strong>UK</strong> independent and specialised films<br />
• With a diverse range <strong>of</strong> content and a subscription-based business model, online DVD rental plat<strong>for</strong>ms serve as an excellent<br />
‘proxy’ <strong>for</strong> assessing <strong>the</strong> potential demand <strong>for</strong> <strong>UK</strong> and specialised films on a new digital plat<strong>for</strong>m.<br />
• Of <strong>the</strong> 521 <strong>UK</strong> and specialised titles released <strong>the</strong>atrically in 2003 and 2004, only 100 were able to monetise <strong>the</strong> traditional video<br />
rental windows, compared to over 400 in online DVD rental.<br />
• Eight per cent <strong>of</strong> online transactions in <strong>the</strong> <strong>UK</strong> and specialised sector were <strong>for</strong> films that achieved no ‘bricks and mortar’ video<br />
exposure, generating revenues in nei<strong>the</strong>r <strong>the</strong> <strong>of</strong>fline rental nor retail (sell-through) sectors.<br />
• Online rental ‘opens up’ <strong>the</strong> market to films outside <strong>the</strong> top 100 titles --- <strong>the</strong>se films take between 86-90 per cent <strong>of</strong> revenues in<br />
<strong>the</strong>atrical, video retail and traditional video rental, but only 70 per cent <strong>of</strong> revenues in online rental.<br />
• Demand in <strong>the</strong> online DVD rental market <strong>for</strong> <strong>UK</strong> and specialised films has equalled <strong>the</strong> demand <strong>for</strong> <strong>the</strong> top 25 mainstream films (in<br />
terms <strong>of</strong> total transactions). But demand <strong>for</strong> <strong>the</strong>se films was six times smaller in cinema and seven times smaller in bricks and<br />
mortar retail than <strong>for</strong> <strong>the</strong> mainstream titles.<br />
<strong>Feasibility</strong> <strong>Study</strong> <strong>for</strong> a <strong>Digital</strong> <strong>Plat<strong>for</strong>m</strong> <strong>for</strong> <strong>the</strong> <strong>delivery</strong> <strong>of</strong> Independent <strong>UK</strong> films and Specialised films to <strong>the</strong> Home<br />
<strong>UK</strong> Film Council © 2006<br />
4
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