Talking with Tim

MoPix

I’ll be the first to admit, I know next to nothing about film distribution. But when I caught wind of the plans for MoPix, a film and video distribution platform set to launch in January 2012, I wanted to find out more about it. A few emails later, I was in contact with MoPix founder, Ryan Stoner, who was more than willing to educate me in the ways of digital distribution and technology. My thanks to Stoner for his time.

Tim O’Shea: When and how did MoPix initially get conceived?

Ryan Stoner: MoPix was conceived in late 2010. We were developing entertainment apps for the likes of Warner Brothers, Disney and entertainment moguls like Anthony Zuicker the creator of CSI. We had just finished building the Dark Prophecy app, and were exploring creating an ePub authoring solution for publishers looking to enhance their books with a layer of context aware content, transforming an ordinary ebook into a full sensory experience, complete with audio, visuals, discoverable content, special effects, and other content to enhance the reading experience. We quickly realized the pitfalls of transmedia content rights for back catalogues and shifted our focus to the film work. We saw an opportunity to replace the income lost from traditional distribution outlets by creating a platform for filmmakers to release their work. We also saw it as an opportunity to enable users to experience more than just the film, such as, photo galleries, behind the scenes, and any second story content created around the film.

O’Shea: Is MoPix ideal for iPads or tablets or a mixture of both?

Stoner: The iPad is our primary device because it represents a majority of all tablet sales and is the fastest growing device, but we plan on expanding to the Android, Kindle and future tablet devices as well. We are bullish (about) tablets. I also believe it is not just about the size of the tablet, but also the possible connectivity of the tablet to other devices

O’Shea: How much help have filmmakers like Enzo Tedeschi been to beta testing MoPix?

Stoner: All our initial filmmakers are instrumental to helping us define the product. We are building focus for the content creators who want to have a better creative outlet to engage with their fans. We love receiving feedback and suggestions from all our core users as that is what helps us evolve the platform. We have spent a lot of our energy working closely with filmmakers like Enzo who understand the limitations of the DVD and what is possible with a touch based tablet experience.

O’Shea: Has MoPix changed drastically while in beta mode, or have there just been minor tweaks?

Stoner: We believe our launch platform is a game changer and will set the bar for what is possible with tablet distribution. When we began our beta we were building apps around existing content. When we launch we are focused on setting the bar for what is possible if a filmmaker goes into product with us in mind. It is a drastic difference to say the least and we are super excited to share it with the world in early 2012.

O’Shea: In terms of getting the word out about MoPix, how beneficial was it to be one of 20 companies presenting at the Launch ‘Pad Tablet event?

Stoner: The Tablet Conference was a great opportunity to expose MoPix to the tech world. We live at the intersection of entertainment and technology so we are constantly trying to find our place in both worlds, navigating the world of film rights, while building an end-product that has mass consumer adoption potential.

O’Shea: MoPix was a sponsor at the recent Northwest Filmmakers Festival, given that festivals are populated with filmmakers looking to garner distribution, did you find folks were quite eager to find out more about MoPix?

Stoner: Film Festivals are under exposed events. I wish more people would support local film festivals. Over 5000 films are premiered a year at film festivals, but very few get picked up. We are very much in support of those amazing films that need help finding their niche audience. We are excited about sponsoring several other film festivals as well and releasing more apps like the Cine City App, that we did for the Brighton Film Festival.

Personally I love to see filmmakers take chances and eager to control distribution. No one knows how to market a film better than the creator and filmmakers need to shift their mindset to wanting to control their destiny. They might not make the millions they dreamed, but they can make their money back, build a brand for themselves and have an audience who is craving for their next film.

O’Shea: As noted in this recent article, there are at least 27 platforms for digital distribution. When the distribution landscape shakes out, will the number of viable ones narrow down to five-or even less?

Stoner: It is about being were your audience is. There is no one-stop shop anymore, but there is also no need to be everywhere. I urge all filmmakers to research where their audience is before signing any deals. We will see some films getting 100% of their sales from PlayStation, while others succeed on Amazon. Know thy audience. VOD is here to stay, physical medium will always exist and digital download ownership will continue to grow.

Personally I am bullish on tablets. With Apple Airplay film apps are not only viewable on the iPad, but you could stream the film to your TV or even your car if you have apple TV inside. The opportunities are endless. The Format and the Content is combined into one device for a fraction of the price of what it costs to produce a Blu-Ray.

O’Shea: How important is effective social media to the success of MoPix?

Stoner: Relationships are important to MoPix. Our goal is to build a brand that is honest, trustworthy and personal. Part of that is being engaged with filmmakers and our audience. MoPix goes beyond our needs to help others. If you want advice on how to negotiate the best deal or go direct to VOD we are always eager to have that conversation. Social Media is just an amplification of that support. Our social media strategy is geared around conversations. As more people become engaged with MoPix we can collectively help more of the films and filmmakers who use our platform.

O’Shea: When Netflix goes and shoots itself in the foot and loses market share, is that an opportunity for digital distribution apps to gain market share?

Stoner: Hollywood is divided over VOD. Consumers don’t understand the business economics, but the loss of income with VOD has been a shot to the head for the studios. The margins on a DVD purchase= about 9 Netflix rentals and how many consumers watch a film on Netflix 9 times? You are going to see a big push towards digital downloads and formats that allow for those higher margins. I think consumers will pay for premium content, which is why we are trying to create the best experience possible on the iPad.

O’Shea: What’s on the horizon for MoPix?

Stoner: While we have done a lot we are still pre-launch. Our launch will be at the end of January and we are excited to showcase what is possible on tablet devices. Sign up for the beta on our website.