Managing Innovation in The Film Industry

Executive Summary

Managing the problem of innovation in filmmaking is a subject that is contended by many scholars nowadays. Creative and entertainment companies face challenges of ensuring their ideas are protected appropriately in order to protect investment in innovation. The report below aims at finding out the roles played by filmmaking firms in enhancing its product creation. The report as well purposes at discussing the current mechanisms it has utilized to manage innovation problems effectively by utilizing innovation technology. The content and background information involves discussing the innovation usage in various film organizations worldwide besides the challenges the companies face in ensuring innovation is enacted effectively. Due to challenges identified, the report also discusses the appropriate alternative strategies that can be used to enhance and manage innovation to benefit film organization. Finally, the report ends by making some important recommendation to ensure the menace is efficiently mitigated through utilization of technology.

 

Introduction

There are quite a number of trends that are evident in the modern world that can be attributed to technological advancements. The technological changes are as a result of inception of internet in the modern world. Internet has enhanced the way information is transferred and received amongst different channels. The film industry, as a result, is changing on a daily basis in order to adapt to current trends in technology that are quite prevalence. Innovation often is utilized to in industries to enhance satisfy customer’s needs and expectations. For instance, technology and 3D technologies have revolutionized movie making to ensure the customer demands are satisfied[1]. The idea of movie filming a Hollywood movie seemed digital and brave technological advancement. This basically implies that film industry has categorically made some significant and tremendous steps that are based on innovation. However, it has not been an easy and straight forward journey but a journey characterized by ups and downs. Most of the film organizations are not quite effective in ensuring they protect the ideas they generate out of innovation[2]. This act is quite illegal as described by the laws protecting the intelligence property rights in the world. It is quite unfortunate that the film industry, despite the significant changes, it is not in a position to control the inappropriate behavior by cyberbullies. Consequently, this report aims at advancing discussion on how film industry has advanced innovatively. Innovation is quite evident in film organization and therefore the report also aims at discussing how innovation can be used effectively to offset the menace of making successful movies while the audience reaction cannot be anticipated in advance.

Content and Background

The advent of technology is quite advantageous in the current film world. It is quite a very nice experience to watch movies in a cinema theatre as compared to watching movies on television or in laptops. As opposed to earlier times, watching moving on a cinema hall we get access to innovation and technology advancements in terms of graphics, 360 degree view, 3D views and TV embraced fledging computer graphics industry (Pride & Ferrell, 2010). Netflix organization, being an innovative film industry, has been categorical in ensuring these changes are effected in the modern film industries. It has utilized the current technology to candidly effect cinema changes that are effective and appropriate. The giant of entertainment focuses basically in utilizing the appropriate technology in providing the live and on demand streaming DVD rental services, and film production. Netflix organization recently due to its innovative and creative utilization, it has licensed its ideas through ensuring the documentation for intelligence property rights are in order. Most of the common services offered by Netflix include performance, TV shows, Movies and documentaries of which they are all based on innovation. In 2017, Netflix Company begun quite an aggressive foray that is innovative in nature incorporating feature film in order to be able to produce approximately 80 more than the Hollywood Studios[3]. The innovation and creativity demonstrated by Netflix actually is due to the fact that the organization aims at catering the niche in the market as well as ensuing the customers are not missing their favourite shows.

Innovation is also quite evident in the Hollywood Film industry, the most outstanding film industry in the world. Accordingly, it is quite evident something impressive is boiling in the film industry but does not involve production but critically accentuates the entrepreneurial innovation to drive the company to be an exceptional. Technology entrepreneurs and venture capitalists are converging in Southern California in order to launch a new and creative breed of entertainment, gaming, ad tech and video[4]. However, investment in innovation is quite expensive but requires a lot of resources. For instance, the innovation to be effective and appropriate in the Hollywood film industry in order to be able to cohort its members, the managers invested approximately to $ 25,000 to $ 100,000. The cohort members actually included the Junkin Media, which is a creative multiplatform media for the discovery, acquisition, and finally distribution of the user generated and viral-video[5]. There are outstanding innovation ideas generated based on the Muckerlabs, an investment by Mucker Capital, which invests in seed and pre-seed stage software, services and media companies. This is an idea to enhance the stage performance as attributed to Hollywood film industries as well as the quality of images improvement in the CGI based on the traditional started utilizing digitalization. Besides, this film company is victorious in creating mobile platform that offers an interactive platform to further connect ballooning audience, sublimes enable influencers to on the YouTube engagement to better engage their audience online. Besides, the CGI companies adopted optical composition in enhancing and digitization in film industries.  This is demonstrates the significant steps that have been made by the film industry in terms of bettering the way audiences are influenced and attracted. In addition, the Hollywood innovation and creative platform are utilized effectively in order to attract entrepreneurs across the film industry focusing in enhancing innovation in entertainment industries. In 2017. Witney launched the Disney accelerator to drive innovative and creative technology in film industry a great deal[6]. On the other hand, there were minimal basic tool that existed, but specialists in Hollywood and CGI invented the appropriate tools needed for technical and mathematical film design. Therefore, technology played a vital role in ensuring the creativity and innovation is achieved in the modern society.

Despite all the tremendous achievement the film industry has achieved, the film firm faces detrimental challenges that are attributed to streaming of shows online without permission from the innovators. Besides, the fact that film industry is the most dominated corporate, privacy is the outstanding challenge in innovating film industries in the world. The number one threat to this corporation is the privacy issues. The companies that specialize in film and entertainment try their level best to ensure they license their intelligence property rights effectively and efficiently[7]. Almost every year, millions of privacy transaction take place across the world which amount to uncalculatable lost revenue to those who invested in making and distributing those films. The figures grow on a daily bases. Therefore, privacy amongst others are the most detrimental factors that deter the growth of the film industries effectively and efficiently.

Nature of the Problems in Film Industry

There are quite a number of problems that are attributed to Film industry when it comes to innovation and creativity within the industry segmentation. These problems deter the innovation growth besides deterring the ability of the organization to grow effectively and efficiently. As mentioned clearly, the most detrimental problem in film making industry is the privacy where the intruders are able to watch the movies, music shows and videos without paying for it[8]. As much as technology is important in promoting innovation, privacy issues are attributed to technology. This attribute is so because the hackers are able to access information from the film industries freely and this comprises the innovative ideas generated.

The other outstanding problem is the problem to privacy as well where the executives pick the project and not the filmmakers. This a problem attributed to campaign and marketing of the movie where the executive starts marketing the movie before the director have the first draft of it. The comic book movie and the rebooks is quite senseless in the modern movie society because they are based on nonfiction bestsellers. This is quite unfortunate for the filmmakers due to greedy executive who sacrifice the quality, variety and originality of the movies in favour of $ 75 million opening weekend with retreat. The most accountable people for any marketing progress in a film industry are the executive[9]. However, the directors who are in charge of the filmmakers are consulted before any move is made in terms of marketing, advertising and promotion of the movie. This ensure the quality is maintained.

Innovation always incorporates creativity that attributes the art of storytelling that is getting lost in the filmmaking. Although the special effects of CG films have focused on the sight of the audience, they must not neglect the essence of film storytelling. Without the support of the storyline, even landscape movies will be overshadowed. For example, in the second part of King Kong’s Transformers, there are wonderful machine-man fighting mirrors in the whole chapter, and there are also grand wars and even outsiders who can be transformed. The art of ensuring the movie incorporates storytelling governs the growth of this industry. Amazon and Netflix filmmaking industries do not involve storytelling in its movies currently. The art of storytelling does not accrue the ability to tell stories within the film but the ability for the audience to discuss the suspense in it. During the entertainment shows, it seems there is lack of the art of production, ambition, and talent in front and behind the cameras[10] (Bernard & Rabin, 2014). Therefore, this is problem faced by many film making companies and therefore the art of storytelling becomes lost as compared to earlier times.

The Indie Film market is saturated in a way because it is not possible to tell how the movies produced are distributed in the market. The movie lovers do watch movies through various approaches that are available in the modern technological world where there are various methods of retrieving the content online. The filmmaking industry has provided a lot of content online and therefore, it becomes quite difficult to control its utilization in the current technological world.

Analysis of the problems in the film Industries

The movie industry exceled quite effective till the advent of technological advancement because they have consistently and conspicuous failed in mitigating the privacy issues. Most of the movies are being watched illegally as attributed to privacy which is significantly a theft of which the consumers feel guilty in indulging in it. According to Ipsos research almost 30% of the UK populations is actively involved in privacy issues on a daily basis[11]. The privacy issues that are quite prevalence constitute streaming content online besides buying counterfeit DVDs. This an issue that is quite broad in the film industries which deters the ability of the innovator to innovate and come up with new and significant ideas. Such unscrupulous behaviour costs the UK film industries a lot of finance which amounted to $ 500 million yearly. This is equated to a lot of loss in the country and it’s a quite unfortunate scenario to filmmakers in the United Kingdom.

The scale of the problems facing the film industries makes the directors in the film industry become demotivated due to losses. The handful issues regarding the privacy of the content the filmmaker face is quite evident in Netflix and Hollywood filmmaker industries. Consequently, Hollywood and Netflix availed quite a number of their contents online attracting more intruders online. When the films are copied and made available, it reduces the sales that the company would have accrued eventually[12]. Baley, a movie director in UK, says privacy problem is detrimental influence to the independent film-makers who spent numerous years raising the money to make the film available and eventually end up in the unscrupulous hands by online pirates. Therefore, independent filmmakers are on a bad receiving end of the privacy issue making them to end up making detrimental losses.

According to Phil Clapp, a chief Executive officer in the Cinema Exhibitor’s Associations concurs to the fact that film makers in the world are losing about $ 22million annually in the UK box office. This loss is attributed to the issue of privacy that is prevalence in the world. The financial impact, according to Phil Clapp, is felt by many stakeholders in the film industry. The stakeholders include the make-up artists, costume designers, studios and facilities. The integration of the stakeholders amounts to the success of the filmmaking industry in the world.

Current Position in Innovative Film Industry

Despite the challenges the film industries faces, the industry takes quite outstanding position to ensure the innovative ideas of the filmmakers are protected through intelligence property rights. This protection ensures the products are not unscrupulously utilized to benefit the privacy intruders. The role of the finishing producer is to coordinate online, offline and colour sessions of various types of the media including the commercial, TV, services and deliverable work[13]. All the stakeholders in the world integrates all the available resources in order to protect the innovation made by the filmmakers. For instance, the Hollywood, Bollywood and Netflix have licensed its intelligence products in order to avoid imitation of ideas by other companies that are coming up.

Currently, the advent of technology has changed significantly spearheading the innovation in filmmaking industries. This is the widespread stand of filmmaking advancement in the current technological world. From a digital film and Steadicam that surrounds sounds and green screen, technology plays an integral role in enhancing movies. These are changes that are quite evident in the modern film society. Despite the fact that technology and movies are changing, movie based technology never stay for long. The most important technology in the world that are quite eminent in the world of filmmaking include the 3D technology, use of drone technology, build-in digital film technology, utilization of sensor technology and use of 3D printing technology[14]. The Netflix and Hulu film organizations uses mechanism in the picture. The picture 1 demonstrates the various techniques utilized to manage innovation in Netflix and Hulu Film firms.

Picture: https://www.google.com/search?q=innovation+in+film+industry+graph&tbm=isch&tbo=u&sour

According to 2018 financial year report, 79% of the innovators have invested in digitized innovation mechanisms to manage innovation against the 29% weak innovators. On the other hand, 43% of the strong investors are investing in big data in order to be in a position to detect the privacy intruders as compared to 26% of the weak innovators.

Alternative Approaches in filmmaking

As a result of broad approaches to utilize technology appropriately, there is need to intensify the utilization of legal laws in order to ensure the creativity rights are respected. The intelligence property rights protect ones innovative and creative ideas in the modern filmmaking world. Therefore, the government has a role to play in ensuring the patents, copyrights and trademarks are respected. It is quite evident that the government of UK rarely fights the problem of privacy claiming it’s beyond their reach[15] (Bernard & Rabin, 2014). Government involvement in ensuring the innovative and creative ideas are protected enhances the growth and development of the filmmaking industries significantly and effectively. The Hollywood and Bollywood film companies attributes its failure to mitigate the challenges posed by the privacy issue to lack of government support in mitigating the menace. This act leaves the creative and film companies to take ultimate responsibility in ensuring their intellectual property are protected. Therefore, as alternative approach the Film making industry ought to intensify its relationship with government in order to aid them fight the issue of piracy effectively and efficiently. This is because this menace requires immediate prefabrication in order to ensure the innovative ideas of all stakeholder are protected intelligently.

Alternatively, the film industries can ensure licencing of each of its products is in order to involve the legal institutions in fighting the menace of imitation by other companies. Most of the film innovators in the world complain of imitation issue by the other entrepreneurs in the corporate designation. The government can only fight for intellectual property rights if at all the creative and innovative company like Netflix, Hollywood and Bollywood have licenced and patent their ideas. Privacy issues and the counterfeiting of CDs issue emanate often due to loopholes that are created by organization operation in hidden form. However, Netflix, Bollywood and Hollywood being outstanding companies that offers its services worldwide, should ensure appropriate legislative requirements are adhere to.

Conclusion

It is quite clear that the film industry is characterized by a number of advancement in terms of technological changes. The advent of internet inception can be attributed to this significant changes in film making industries. The most significant and outstanding filmmaking industries in the world, Hollywood, Bollywood and Netflix, have utilized the power of innovation quite effectively to enhance the filmmaking. The audience in filmmaking are the most essential stakeholders and their satisfaction is necessary. The most significant innovative technologies utilized in film making include the 3D technology and utilization of drones which potentially used by Bollywood and Hollywood for shooting aerial acts and action scenes.  Besides, the other outstanding technological advancement in filmmaking include the digital filming that enhances the quality of the pictures, textual details and enhances deep tones in the movie making, depth sensors that accentuate the formulation of the 3D which support Microsoft Kinect and finally the 3D printing technology that is dependent on technological advancement. Therefore, the innovation in technology plays quite important function in ensuring the film company remains an outstanding company that emphatically utilizes technology effectively and efficiently. For instance, the movies like Guardian of Galaxy, Fast and Furious, Zero Dark Thirty utilized the new 3D printing technology to shoot the movie. This implies that movie has changed the way filmmaking used to be in ancient times. The imagery created and textural have advanced a great deal as compared to ancient times where the text and images were in black and white colour distinction. However, filmmaking is faced by detrimental challenges that make innovation quite inappropriate. The most known and most dangerous challenge is the issue to with privacy where there are a lot of content that have been availed online for streaming resulting to a lot of losses for the filmmaking organizations in the world. Therefore, there is requirement for curbing the problems that are prevalence in filmmaking industries.

Recommendations

It is necessary for film firms to utilize innovation quite effectively in order to be able to enhance the audience involvement. It is recommended for the filmmaking to invest in idea generation because the filmmakers are essential properties of these corporate organizations. Besides, investing in innovation, the film making industries are expected to ensure the ideas generated are protected under intelligence property rights. It is also important for filmmaking firm to cooperate with the government in order to protect the rights of the outstanding filmmaking innovators. This protections are taken in order to ensure innovation rights are guarded effectively and efficiently for the benefits of the film industries and the individuals involved in the innovation process.

 

 

 

References

Barber, S. (2013). The British film industry in the 1970s : capital, culture and creativity. Houndmills, Basingstoke, Hampshire: New York, NY : Palgrave Macmillan.

Bernard, S. C., & Rabin, K. (2014). Archival Storytelling: A Filmmaker’s Guide to Finding, Using, and Licensing . Wiley : Amazon.

Beyer, J. L. (2014). Expect us : online communities and political mobilizatio. Oxford ; New York: Oxford University Press,.

Chaudhry, P., & Zimmerman, A. (2012). Protecting Your Intellectual Property Rights [recurso electrónico] Understanding the Role of Management, Governments, Consumers and Pirates. Wiley: Amazon.

Dávila, J. A. (2017). Iniciativa empresarial. Hacer el bien y hacerlo bien. Wiley : Amazon.

DeFillippi, R., & Wikström, P. (2014). International perspectives on business innovation and disruption in the creative industries : film, video and photography. Cheltenham [u.a.]r: Elga.

Frey, H., & Khan, H. R. (2010). Handbook of thin film technolog. Berlin ; London: Springer,.

Howard, C., Meltzer, M., & Thimou, T. (New York). Clark Howard’s living large in lean times : 250+ ways to buy smarter, spend smarter, and save money. Avery: 2011.

Murray, R. L., & Heumann, J. K. (2009). Ecology and popular film : cinema on the edge. Albany : SUNY Press.

Palmer, C. (2015). Confessions of a Wildlife Filmmaker : the challenges of staying honest in an industry where ratings are king. Wiley: Bluefield Publishing.

Pride, W. M., & Ferrell, O. C. (2010). Marketing. Australia: South Western Cengage Learning.

Wasa, K., Kitabatake, M., & Adachi, H. (2004). Thin film materials technology : sputtering of compound materials. Norwich, NY : William Andrew Pub. ; Heidelberg: Springer.

[1] Wasa, K., Kitabatake, M., & Adachi, H. (2004). Thin film materials technology : sputtering of compound materials. Norwich, NY : William Andrew Pub. ; Heidelberg: Springer.

[2] Pride, W. M., & Ferrell, O. C. (2010). Marketing. Australia: South Western Cengage Learning.

[3] Howard, C., Meltzer, M., & Thimou, T. (New York). Clark Howard’s living large in lean times : 250+ ways to buy smarter, spend smarter, and save money. Avery: 2011

[4] Chaudhry, P., & Zimmerman, A. (2012). Protecting Your Intellectual Property Rights [recurso electrónico] Understanding the Role of Management, Governments, Consumers and Pirates. Wiley: Amazon.

[5] Chaudhry, P., & Zimmerman, A. (2012). Protecting Your Intellectual Property Rights [recurso electrónico] Understanding the Role of Management, Governments, Consumers and Pirates. Wiley: Amazon.

[6] Dávila, J. A. (2017). Iniciativa empresarial. Hacer el bien y hacerlo bien. Wiley : Amazon.

[7] Palmer, C. (2015). Confessions of a Wildlife Filmmaker : the challenges of staying honest in an industry where ratings are king. Wiley: Bluefield Publishing.

[8] Beyer, J. L. (2014). Expect us : online communities and political mobilizatio. Oxford ; New York: Oxford University Press,.

[9] Murray, R. L., & Heumann, J. K. (2009). Ecology and popular film : cinema on the edge. Albany : SUNY Press.

[10] Bernard, S. C., & Rabin, K. (2014). Archival Storytelling: A Filmmaker’s Guide to Finding, Using, and Licensing . Wiley : Amazon.

 [11] Chaudhry, P., & Zimmerman, A. (2012). Protecting Your Intellectual Property Rights [recurso electrónico] Understanding the Role of Management, Governments, Consumers and Pirates. Wiley: Amazon.

[12] Barber, S. (2013). The British film industry in the 1970s : capital, culture and creativity. Houndmills, Basingstoke, Hampshire: New York, NY : Palgrave Macmillan.

[13] DeFillippi, R., & Wikström, P. (2014). International perspectives on business innovation and disruption in the creative industries : film, video and photography. Cheltenham [u.a.]r: Elga.

[14] Barber, S. (2013). The British film industry in the 1970s : capital, culture and creativity. Houndmills, Basingstoke, Hampshire: New York, NY : Palgrave Macmillan.

[15] Chaudhry, P., & Zimmerman, A. (2012). Protecting Your Intellectual Property Rights [recurso electrónico] Understanding the Role of Management, Governments, Consumers and Pirates. Wiley: Amazon.

 

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