Elvis wrote:Every download is potentially depriving Jeff (and his publisher) of a needed sale.
Potentially, not actually. I started pirating software as a kid, when I had absolutely $0 budget for top-of-the-line photo or video editing software or integrated software development environments. There was
no way I was going to pay $350 for Photoshop, $500 for Premiere, or $1,000 for CodeWarrior
(or whatever their SRP's were at the time), but as a result of having lots of exposure to them, I now as an adult have college-educated income levels with $0 college tuition bills,
and my software recommendations affect purchasing decisions within my sphere of influence.
Likewise, almost nobody that hasn't heard of RI is going to read the book, unless it's face-featured on the "Alternative History / Conspiracy" shelf
(grumble) when they walk by, and their preexisting seething hatred of the faces on the gorgeously-designed cover cause them to pick it up. They might buy it.
But nobody I tell about it has gone out and bought it. One person was surprised I didn't tell him about it before he found it already half-read on my toilet bookshelf, and since I borrow about a dozen books a year from him, lending it away (once I was done with it) was the least I could do for that friendship. No sale there either.
I would suppose that most pirates downloading book PDF's, demographically, are underaged and/or underprivileged, and if they're downloading Jeff's book, they're also over-aware, lie-sick and truth-starved. I'm glad you used the word "potentially" Elvis, because otherwise I'd go off on a rant about absolutism here.
Moore knows that every time he does a theatrical release, he's going to do similar or slightly larger box office than last time, I think regardless of downloading. The downloaders will drag their friends out on opening night. You're right though, he holds a privileged position on the matter.
When I pirate from Big Music, I'm saying
Fuck You to the graceless, inelegant violence with which the old model is dying. "Do better," I'm saying.
When I pirate entire seasons of commercial-free episodes of Big Television, I'm saying
Fuck You to the time-wasting, anti-action, intellectually-devoid mind-heroin and the capitalist national or global brands which make it possible, and hastening the much-needed demise of either. In the meantime, I use it like methodone, weaning me and the wife away from commercial television as much as possible by at least eliminating the commercials and random time wasting in favor of efficient, intentional viewing. It makes cancelling cable TV service easier too, which is terrific because those fuckers are sketchy from the top down.
When I pirate from Big Movies, I'm saying
Fuck You to Hollywood, and I don't think I need to condescend here by explaining why.
Now when I pirate indies, it's because I want to spread the message rapidly (rather than at lending-library speed, or having to burn off a dozen DVD's myself), and the message was the reason for the production. I know I'm way more likely to order their DVD though, than to buy just about any Big Movie, either of which I'd rather see in the theater, partially because theater popcorn makes the wife nearly as happy as my tongue,
and that's saying something.But just like with the other entertainment media business models, it's up to the producer to get creative about paid distribution in the age of effortless and nearly-untraceable piracy. After all, you're the one who duped everybody you could find into pooling a movie budget together for your bright idea the whole world's going to fall in love with. They should know small-potatoes indie financing is a high-risk investment unlikely to see tangible ROI, so they better be doing it first for the bragging rights, out of love for you, or love of the material. If that's not made clear in the investment portfolio, you're doing it wrong.
That said, if you market it well (or varietally, if you don't have an exclusive distribution arrangement) online, you will get DVD sales, and in some channels maybe even PPV revenue. Ancillaries are where it's at, yo. It doesn't need to be action figures, so get creative. What will people want to pay to own that will help spread the message, or help them utilize the message practically? Don't forget markets are a conversation, and issue-based documentaries calling for social action are more efficiently mobilized by strong community, so build one around the picture (but don't require purchasing for access, this is everybody's issue, even the free viewers!) and keep marketing to them, maybe bulk DVD+poster/handout packages, and keep them engaged in improving your distribution from their local end of the chain.
I'm at a loss as to how to execute product placement in a documentary, of course, and I've given it considerable thought. All I can manage is incidental, untargeted placement for which you either extort or blur. But if you can get one good one made, you might be able to score a patron distributor on cable, satellite or perhaps even a distro partnership via impressing a scout at a festival, and that's got to be better than having Kodak's new printer in the background of an interview about industrial poisoning.
Piracy isn't going to touch any of these revenue streams, and they might, if you do it right, add up to 100% repayment of investment.
Speaking of which, Jeff, how's the kid's CafePress college fund coming along?
