VOD Spotlight: John SlossJanuary 12, 2010
FilmBuff
John Sloss is the founder of Cinetic Media and Cinetic Rights Management, which launched the Cable On Demand channel, FilmBuff in 2009. On Demand Weekly interviewed Sloss regarding his first foray into Video On Demand and what he hopes FilmBuff will accomplish.
On Demand Weekly: You've had a notable career in helping independent films find their way to the big screen with other film distributors. What prompted you to create FilmBuff?
John Sloss: TV is the greatest impulse medium and I believe Cable VOD (Video On Demand) is a sleeping giant. With the crisis in the independent distribution market, I saw that even though distribution was challenged, VOD offers filmmakers a way to make real money. And, for audiences, the whole idea behind FilmBuff is to offer exclusive film selections culled from the very best new releases, festival winners and box-office sensations..
ODW: What makes for a successful VOD release?
JS: Two things: what the content is and what you do with it. The content has to be high-quality, relevant programming. Relevant is a big deal for us. Since VOD is such a time-sensitive medium, that is films are only up for 90-120 days, we take seriously the goal of curating great content that is appropriate for that time period.
For example, Boondock Saints 2 is coming into the VOD window; we programmed the original film to appear alongside it. Another example is day-and-date films where the VOD window has attention drawn to it by the simultaneous theatrical release. Then, once you have the content, it comes down to what you do with it. We have a highly specialized internal marketing team who focuses solely on driving awareness for each of our VOD releases.
ODW: What was your most successful VOD release in 2009?
JS: We didn’t launch until the later part of last year, so we don’t know specifics yet. One of the frustrations is that the reporting (from cable operators) takes so long.
ODW: What's FilmBuff's greatest obstacle?
JS: I’ll answer that by first saying one of our greatest assets is that we have such a deep history with so many great cutting edge filmmakers who are willing to explore new distribution options with us. On the flip side, we are working every day with other filmmakers to make them feel more comfortable about a VOD-led distribution strategy. Some filmmakers really get it and fully work alongside us to support their film – and that effort is reflected in the numbers. Others are slower to come around. But we have seen huge growth in the awareness of what we are doing among filmmakers, and of course, as we accumulate successes, it becomes easier!
ODW: I assume your acquisition team will be heading to the Sundance Film Festival later this month. What are they looking for to satisfy the VOD film fan?
JS: Trite but true – we look for great films! We have the advantage of having seen most of the films before the festival so we have a sense of which to focus on. Beyond that, we have spent the past year learning what films really hit home on VOD and are taking that learning with us to Sundance and beyond.
ODW: Many of the theatrical distributors who acquire independent films have been downsized or gone out of business in recent years. How important is VOD to independent filmmakers?
JS: I think (VOD) is an essential alternative and that is why I went from town to town to meet every cable operator.
ODW: What was the cable industry’s response?
JS: They loved it! They were excited that we could make VOD a destination. There was very little resistance. It’s tailor made for VOD. I hope they understand the unique opportunity of FilmBuff and support us like any other established brands on VOD.
ODW: How many films will FilmBuff release On Demand in 2010?
JS: We will have 20 hours of programming up at any given time and will refresh 50% of our content each month.
ODW: Do you feel films must have a theatrical release prior to premiering on VOD to achieve a certain level of acceptance?
JS: I don’t, but one of our challenges is to get critics to review films without a theatrical release. Our first wide VOD release, Collapse, was reviewed by the New York Times, but only because it was released theatrically in New York
Collapse
ODW: "Straight to Video / DVD" often carries a negative connotation. What can filmmakers and VOD distributors do to avoid this with VOD titles?
JS: That certainly was the case, but we are seeing this lessen every day. Filmmakers understand they can have better control over their film, and earn much more money, through a VOD release that carries a relatively low fee and expense structure vs. the expensive waste that can be incurred with a misjudged theatrical release. As more and better filmmakers understand this, more and better films premier solo, or day-and-date, on VOD. And this then changes audience expectations. For example, if there was a film that was truly viral and only available On Demand, like Paranormal Activity, you’d see a seed change in consumer behavior.
I don’t want to pretend changing audience behaviour or expectations is fast and easy, but the impact of Hulu, TV Everywhere, iTunes and others is already causing change much faster than anyone predicted.
ODW: For a VOD title to break out, does it need another film by a big name director like Steven Soderbergh (Che), or a big name actor?
JS: Branding is crucial, whether it’s an actor or a filmmaker. But, again, we see timing and relevance of the content being critical and so that expands the idea of brand to include the title itself, salient and unique marketing points, genre etc.
ODW: In May, 2009 you were quoted as saying the following about FilmBuff: "Imagine the coolest, most imaginative film-literate person programming your Netflix queue. That's what this channel can be." 8 months later, do you feel the same way?
JS: Even more so. What we’re trying to do with FilmBuff is have 10 a-ha films. Provocative films such as Chris Smith’s Collapse or the re-release of films if the zeitgeist demands it, such as (Enzo Castellari’s) original The Inglorious Bastards. A list of 10 films every month that a film fan might say of one, ‘I’ve always wanted to see it.”
ODW: This time next year, when you look back at 2010, what do you hope FilmBuff will have accomplished?
JS:That FilmBuff will be firmly established in every digital and satellite household here (U.S.) and globally and we will be a common reference. We’ve singularly committed to promoting VOD.
Look for the following FilmBuff titles in your VOD listings by name or under the Movies > Genre > Independent folder.
Boondock Saints - January 13
Inglorious Bastards - January 13
Let Them Chirp Awhile - January 15
FilmBuff brings audiences brand-new releases, festival winners and box office sensations every month as part of its exclusive VOD programming. FilmBuff reaches over 40M households nationwide via its relationships with all the major cable providers including Comcast, Time Warner, Cox, Verizon, Charter and many more.
