- Parent Category: Events
- Category: Recent Events
- Published on Tuesday, 14 May 2013 17:51
- Written by James Thompson
Digital Hollywood was recently welcomed back to the Ritz Carlton in Marina del Rey, Calif., where Hollywood’s elite executives discussed a time of tremendous change for the entertainment industry and the migration to digital content production. Conference discussions focused on everything from talent and technology to visionary entertainment and latest methods of viewing content on the Internet, smart phones, tablets, television and in theaters.
Attendees enjoyed the event’s wide array of seminars, thinktanks, company briefings and receptions showcasing the latest opportunities available to content creators. Speakers from leading companies on the cutting-edge of technology gave their insights on the future of entertainment. And this year, Digital Hollywood added several new offerings to its impressive lineup of conferences: the Hispanic Entertainment & Media Summit, Women’s Entertainment and Technology Summit, and Comedy Summit. The event also featured the pitch conference “Packaging, Funding & Pitching: From Reality TV & Specials to Web Series and Indie Films,” which focused on points like pitching projects in under 30 seconds; knowing who to pitch and sell to; and strengthening your project with amazing characters.
In the world of broadcasting, the biggest news involves emerging platforms and redefining international immigration. “American Idol” and “So You Think You Can Dance” Producer Nigel Lythgoe spoke about these topics at Digital Hollywood. “It’s an exciting world,” said Lythgoe. “Formats nowadays are so global and they have developed so quickly.... We must not [only] think [of] America and the UK. We really do have to think globally and [about] how our content can be taken and molded for these other countries…. I think [mixing that] with this digital age that we’re in, the world is your oyster.” Today’s audiences encompass all ages, nationalities and demographics — and they’re all viewing content online. As a result, advertisers are looking at CPM and sponsorship models while targeting specific audiences, and digital content allows the advertisers to market to a targeted audience and specific demographic. And since the metrics can be tracked, advertisers will know what they’re getting. “The ad spend across the board is rising up,” said Doug Deluca, the co-executive producer of “Jimmy Kimmel Live.” “You can really target what you’re going after.”
The “New Hollywood Equation” calls for companies to define themselves by the methods used to distribute product and the customer being served. “You define yourself by what you are delivering to your contingencies,” said Mike La Salle, a partner at Shamrock Capital Advisors. “You serve them the way they want to be served.” It was also noted at the event that today’s audiences want what they want now, and the next movement will be toward mobile distribution. “Mobile is the Holy Grail,” said Deluca. “That’s where it’s all going.” While this may be true, the final consensus among Tinseltown executives is that the story behind creative content is still king — because without a good story, it will be difficult to get viewers on any platform.