Online independent film distribution : what is missing?

[摘要] This thesis proposes a new model for online platforms for independent films. Today, platforms such as Netflix, iTunes, and YouTube are in the face of major industry challenges: more competitors are entering the market; consumers are demanding more diverse content and higher quality service; and cost of content acquisition keeps increasing. In addition, the independent film industry has a fragmented value chain, which makes it challenging for filmmakers to fund and distribute their films. By applying the platforms framework proposed by Prof. Annabelle Gawer, as well as the ;;coring and tipping;; strategy outlined by Prof. Gawer and Prof. Cusumano, the analysis in this paper shows that a company can become a platform leader by integrating two sides of the value chain: distribution and funding. This strategy will incentivize filmmakers and distributors to use the platform instead of competitors; and it will solve the problem of industry fragmentation. This model can also give the platform access to new data on its consumers;; preferences; and enable it to acquire films in its early stages at a lower cost.

[发布机构] Massachusetts Institute of Technology