Magazine article Screen International

Imaginarium CEO: Content Remains King but Filmmakers Must Think Beyond

Magazine article Screen International

Imaginarium CEO: Content Remains King but Filmmakers Must Think Beyond

Article excerpt

Once upon a time outputs for film-makers used to be very specific. You produced work for the big screen maybe, or for the handful of TV channels and that was that.

If you ever got your work seen, you were doing well, extremely well. Since then, the number of outlets for content producers has gone through the roof.

The good news is that there are far more opportunities for getting your work seen. The bad news is that there are fewer opportunities to get paid for your work.

The rapid growth of digital screen culture has shaken the industry in such a way that film-makers are now forced to think about how their work can be disseminated from the point of conception.

In this climate, it is no longer enough just to make great content alone. To survive, content makers now need to be several things at once: an entrepreneur, a self-promoter, an excellent negotiator and all the while a creative genius.

I recently judged the inaugural Smart Screen Creative Awards at Met Film School, and was struck by two things; firstly the innovative storytelling that these students were achieving at this early stage of their career, and secondly the students' understanding of the increasingly entrepreneurial nature of the industry.

If students are beginning to be taught how to navigate the changing industry at film school, the pressure is surely on everybody else to keep up. Every content producer, no matter what level of experience, needs to be growing their commercial acumen now, while not neglecting creative excellence. …

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