I believe that there are two kinds of Web videos – those that exist as self-contained narratives, and those that serve a functional external purpose.
Self-contained narratives are iterations of a larger type, what we have classically referred to as “movies” or “films”. Movies can be anything from that 15 second clip of a dog on a skateboard to a two-hour long Netflix stream of Spider-Man 3. To a degree such videos can serve a functional external purpose – for example, the skateboard video could be co-opted by a skateboarding website to help generate pageviews, and we certainly understand a large Hollywood movie like Spider-Man 3 is going to have all kinds of licensed merchandise tie-ins – but invariably, “movies” are, in the old media sense, individual SKUs meant to be consumed on a per-performance basis. By individual SKU, I mean that we think of these movies as products, something we would have traditionally exhibited on the aforementioned per-performance basis; we’d sell tickets or rent the DVD or otherwise distribute, or commoditize, these self-contained narratives for no other reason than to create a viewing experience, or an individual performance of a narrative which, hopefully, would be paid for individually. Moreover, the experience can end when the curtains close and the lights come up.
Now, the fortunate thing about the Web is that anyone, anywhere, even collaboratively over great distances, can produce movies, the 15-second or 2-hour variety, completely unrestricted, and post them almost anywhere on-line. From there, movies can take on new life in the social media space, too, in that they can spread an idea, help build a filmmaker’s portfolio and reputation, foster a meme, and perhaps lead to further work for the filmmakers. Also, movies can become an active part of participatory culture.
The unfortunate thing is that, as digital commodities with a reproduction price of zero, movies on-line are painfully difficult to sell as self-contained narratives. Almost all must (or inevitably will via infringement) be shared for free.
Which brings me to our second variety of Web video, material that serves a functional external purpose… (more…)
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