still used its data to find each an audience (after
brief theatrical runs). Some Academy members
were vocal about not wanting to vote for a Netflix movie.
While studios condemn Netflix’s business
model, they’re doing their best to reproduce
it. The mergers and acquisitions we’re seeing
these days are all about major media companies
trying to own customers’ data so they can serve
targeted content the same way Netflix does.
Models are changing, and studios see they’re at
risk if they don’t own the data, so there’s a race
to best serve the viewers.
“Netflix is trying to vertically integrate upstream into content creation faster than the
content creators can vertically integrate downstream into distribution,” Smith says.
Big data is firmly a part of Hollywood today,
but—for now, anyway—creative decisions are
still left to creative people.
Troy Dreier ( firstname.lastname@example.org) is senior associate
editor of Streaming Media and Onlinevideo.net.
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