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The Internet vs. the Studios in the Success and Marketability of Movies

In the golden age of Hollywood, movie producers were largely responsible for obtaining funding and personnel for productions; within the confines of the studio system and without a big-name producer (or a member of the United Artists), a screenplay would rarely be realized into a movie. From the mid-1940s to the present, the output of independent filmmakers has increased tremendously, and the dissolution of the studio system allowed more people to break into the industry; films produced independently could even be distributed by a major studio.

Sadly, the same thing has not happened for television. There, producers are still largely responsible for creative output; a pilot script must be pitched to network executives, if not coming from within the company, and production remains in the company’s hands. Worse, a show’s success is largely determined by Nielsen ratings, an increasingly flawed measure of consumption (and, implicit in sustained numbers, enjoyment).

Naturally, with the rise of video publishing websites and social networks, there are a number of Web shows that are independently produced and distributed. Some, like “The Guild,” are highly acclaimed and well-suited to their medium.

There have been a few experiments in crossover: in 2008, during the writers’ strike, producer Joss Whedon went indie with “Dr. Horrible’s Sing-Along Blog.” After streaming as a web mini-series, the show was distributed by iTunes, Hulu, Netflix, and eventually on DVD through Amazon.com and New Video Group. This summer, the show was picked up for rerelease on the The CW network. Despite high consumption online and in DVD sales, the rating for the broadcast, on Oct. 9, 2012, was a paltry 566,000 viewers. While it may be said that fans of the show already had digital or hard copies and didn’t need to tune in, it’s more likely that “Dr. Horrible” was simply more suited to viral distribution. It does raise questions about the marketability of network TV shows in the reverse direction.

Or for that matter, of studio projects to viewers before their production. Acclaimed director David Fincher is attempting to recruit the media-hungry Internet masses to an avenue traditionally not open to the public: funding a movie production. Unable to get studio backing for an adaptation of The Goon and unable to fund it himself, Fincher has turned to Kickstarter to crowdsource the funds:

So far the project has just shy of 2,500 backers raising about $162,000 with 19 days left to raise the funds. In response to the question of why Fincher does not just fund it himself, Miller said: “Hollywood is filled with the ‘vanity projects’ of successful movie stars and producers. It really is not as easy to get a film made no matter who you are.”

If Fincher succeeds, the line between the studio-made and the homegrown will be irreversibility blurred. TV, however, remains firmly stratified.