Wednesday, April 17, 2013
THE FEEDBACK RESPONSIBILITY
So, you got what you wanted.
Music is cheaper than ever.
You can buy an album for $16 on iTunes today.
When I was a kid, I bought a Busta Rhymes CD, from HMV, for $35.
Yes, Busta Rhymes. I was young.
Movies are cheap too.
You can get a new release DVD for $22 now.
I remember trying to buy Michael Moore's 'Capitalism: A Love Story', years ago.
So, you won.
Your entertainment is more easily available.
But guess what?
These improvements aren't free.
The piper is here. He's playing loudly for you.
I know, I know. You don't want to.
You don't think you have to.
I'm afraid you're wrong.
If you want us to keep making the movies, TV and music you enjoy, you have to earn it.
You have to start giving feedback.
More than that, you have a responsibility to give feedback.
Rate movies online. Spread the word about TV shows. Write a review about a song.
Pay it forward.
You don't realise it, but the content makers of the future are going to rely on you exponentially to help them stand out from the crowd.
Our careers will be in your hands.
We are entering an era of abundance. There is going to be more film, music, TV and gaming content released in a year than you can consume in a lifetime.
It's already happening now.
Traditional marketing will play a part in how you will hear about these new films, games, music and television.
But more than ever, word-of-mouth will be vital to ensure that the best content rises to the top and finds an audience.
Without your feedback, good films will languish in a sea of content.
We have to make it easier for you to give this feedback, of course. An instant, quick star rating prompt after you have watched the movie you bought on iTunes, for example.
But you have to play your part. You have to take the feedback responsibility seriously.
After all, you won.
You wanted the power to be in the hands of the consumer.
Now it's time to use it.
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